Sony is about to bring its PS2 into the most challenging and yet untapped market for gaming products. Sony's flagship product, responsible for two thirds of the company's operating profits, is being launched in China next month and will have to address the issue of widespread piracy.
Until recently China was seen as an extremely tempting market but one which most console makers had to steer well clear of. Sony China chairman, Hiroshi Shoda, now says that the company has to face the reality that piracy cannot be totally eliminated.
The console will go on sale on 20 December at a price of 1,988 yuan (USD 240), compared to USD 179 in the US.
Sony's decision was influenced by Nintendo's entry into the Chinese market in September 2003. A Chinese version of GameCube is now on offer and Sony could not allow their rivals to gain to big a head start. According to Mr. Shoda We have to realise the reality, that piracy cannot be controlled 100 per cent, not only in China but also in other parts of the world, we have to be courageous, to face the reality.
Indicative of Sony's reluctant entry into China is the fact that only 2 to 3 games will be available on launch. Sony have committed themselves however, claiming that big game developers like Sega, Namco and Konami are already working on Chinese versions of their games. Another sign of Sony's dedication to surviving the vast Chinese market is the fact that games are expected to retail at a price much lower than in the rest of the world, although not as low as that of pirated copies.
Sony have also insisted on helping Chinese developers create PS2 content in order to create a base in the country which when developed could assist with the fight against piracy.
Another significant Sony decision is that from now on all of the company's products will be available in China at the same time as in the rest of the world.