PS3 launch: the View From Canada

Following the violence which marred launch of the PS3 in the United States (with a customer shot in Connecticut and injuries in Kentucky and Wisconsin), the console's Canadian debut hasn't made quite as many headlines outside of the country.

However, due to extremely limited supplies, PlayStation 3 has been at the forefront of the media and people's minds within Canada.

The console is priced at CAN $549.99 (375 Euro) for the 20GB model and CAN $659.99 (Euro 450) for the 60GB version - perhaps surprisingly close to the US price, despite the current weakness of the American dollar.

PS3 has been featured heavily in news reports on CBC, CTV and other Canadian networks, who have broadcast footage of the long queues which had already formed by Thursday morning.

In Toronto (Canada's largest city with 2.5 million citizens and 5 million total in the Greater Toronto area) Sony, as across Canada, did not hold any special opening events for consumers.

However, they they did put on a launch event at the Six Degrees nightclub for media and industry, featuring a live performance from Wyclef Jean and a large quantity of demo units. It was there that GamesIndustry.biz caught up with Ian Jackson, general manager for Sony Computer Entertainment Canada.

"The anticipation, the expectation is very high for this product," Jackson said. "There's a huge following, a huge demand, and the brand speaks for itself."

"Canada generally represents about eight to ten percent of the North American business on the brand itself, in the case of PS2 upwards of 12 per cent right now; Playstation 3 is no exception. Canada is a very important part of the revenue picture of the company in North America."

When asked about limited supply numbers Jackson replied, "We're going to do our best to fill our supply as quick as we can. 400,000 units is just the running launch number for North America. The product will be coming out daily; we've already got numbers for what we're shipping next week.

"So product is flowing in, we've got visibility into next week, and it's looking pretty decent. Again, the demand is very high and will continue to outpace the supply until we can get enough units up and into the market, but we're trying to do everything in our power to do that."

Though the exact launch number for Canada has not been confirmed, most estimates put the number closer to eight per cent than ten - meaning roughly 32,000 units for Canada as a whole.

Jackson continued, "If the lines are any indication there's been a huge positive response to this product. Our goal is to get the product to as many people as we can; Units will be shipping weekly and daily from now right up until the holidays. There will be a good supply but there's also a very high demand for it."

On the subject of the expected attachment rate, Jackson explained, "Our ratio on PS2 was that the average PS2 buyer bought about 10 PS2 games over time, and certainly on day one we expect about one or two games bought per system. There are also additional controllers, which retail for $69.99 in Canada."

However, Jackson was less willing to discuss the possibility that the attachment rate might be low due to the number of resellers. "I don't think we have a position on that. Our position is that we're offering great value to the consumer selling the product through authorised dealers in Canada. We have an SRP, and I'd rather not comment on what's going on outside of our retail chain."

Finally, we asked Jackson how concerned Sony is about the impending launch of the Nintendo Wii - which will hit North America just two days after PS3.

"We don't spend a lot of time worrying about what Nintendo's doing; it's a very different product from the PS3 and will go out to a different audience. We're after the widest audience possible, and we don't worry about what any of our competition is up to."

At Best Buy's recently opened flagship store at Yonge-Dundas Square, downtown Toronto, the queue on late Thursday night was extensive despite the awful weather (with news reports forecasting record breaking rainfall for the period) and the fact that only 94 units were available - 76 of the 60GB models, and 18 of the 20GB variety.

GamesIndustry.biz talked to a student at the University of Toronto and one of the first three people in line. "Me and my friend were the first two people here, we got here at 4pm on Wednesday," he said.

"There's such as shortage of supply, and we knew it was going to be worth a lot so we had to act fast and get here before anyone else did and buy them up," the student added, revealing himself as a reseller.

Indeed, the Toronto Star and Globe and Mail have been reporting that, as with the Japanese launch, many of the customers in the line-up were homeless people paid to wait or students. GamesIndustry.biz talked to one person in the queue who claimed they were being paid $200 for waiting.

That's not to say that many of the people in line weren't intending to purchase a console for their own use, however. The University of Toronto student argued, "I'd rather just wait till the next shipment that's a little less hectic, in like, April and buy one then for myself, but I'd say it's split down the middle. A lot of people are here for pure profit, but there are some people here like a mother who is actually camping out for her son."

The mother in question told GamesIndustry.biz, "I'm number 9, and I've been waiting here since 5.30 on Wednesday evening. My son is 14; Christmas is coming and he wants it for Christmas, so, like a good Mom, I'm doing whatever I can to get it. First time I've ever done this... Last time I'll ever do it!"