“Do I need to lean in closer [to the microphone]?” Says Michael Ephraim at the beginning of our PS4 chat.
“That’s ok, it will be right” we say.
Laughing Ephraim points at the voice recorder “Oh, yeah, it’s a Sony, there’s a plug”
The Australian Managing Director of SCE is obviously a passionate man when it comes to his company wares. Even after two decades talking about Sony game consoles he can still bring a freshness to the PR lowdown at an event such as this week’s PS4 launch.
The message at the Aussie launch of the PS4 - well one celebrating the launch in the USA at least, for Aussies will need to wait until November 29th to get hands on one – was one that Sony as a company has listened to the PlayStation fans, particularly since the PS3 launch in 2007.
“We learned over the last two decades from the PlayStation One onwards, our intent this time was to make it simpler, more accessible price wise and software driven, whereas maybe PS3 was more technology driven,” explains Ephraim “The Cell chip was a pretty fantastic chip but it had its restrictions and limitations cost wise, development wise and really the message from all over the world from PlayStation is that we have listened, we have been inclusive.
In the last ten years technology has moved so fast, so I think [for the release of the PS4] it is just right now for where the gaming population is.“ says Ephraim.
Local Head of Marketing, Patrick Lagana was tasked with showing the audience the features of the new PS4 User Interface (UI).
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