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Aussie PlayStation 4 launch Featured

Dubbed the Aussie PlayStation Faux launch, Sony hosted a lavish display of PS4 capabilities on the day the new console made its debut in North America.  We sat down with a number of PS4 titles such as DriveClub, Knack and the interesting Contrast along with PS4 versions of Battlefield 4, Assassin’s Creed 4, FIFA 14 and NBA 2K14.  We also spoke to Michael Ephraim local Managing Director of Sony Computer Entertainment as the company lurches towards a local launch.


“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.

I think we now have a system that gamers will enjoy, developers and publishers are very important, publisher inspired is a catch-phrase we use, because PlayStation 3, I suppose you could say the world’s changed [since the PS3 launch in 2007] and what is needed for gaming is,,,, PlayStation 4 is more relevant to gamers because it allows them to play games the way they live their lives, social media, other devices, whereas the PlayStation 3 was becoming more a multi-media [device].

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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Mike Bantick

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Having failed to grow up Bantick continues to pursue his childish passions for creative writing, interactive entertainment and showing-off through adulthood. In 1994 Bantick began doing radio at Melbourne’s 102.7 3RRRFM, in 1997 transferring to become a core member of the technology show Byte Into It. In 2003 he wrote briefly for the The Age newspaper’s Green Guide, providing video game reviews. In 2004 Bantick wrote the news section of PC GameZone magazine. Since 2006 Bantick has provided gaming and tech lifestyle stories for iTWire.com, including interviews and opinion in the RadioactivIT section.

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