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发表于 2006-7-1 12:04 · 浙江
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原文
http://biz.gamedaily.com/industry/feature/?id=13120
Sega's Scott Steinberg Talks Next-Gen
We had the chance to sit down at E3 with Sega of America's VP of Marketing, Scott Steinberg (right), to discuss Sega's approach to next-gen consoles, their thoughts on the Wii and the expensive pricing on PS3, as well as the publisher's new emphasis on Western development.
GameDaily BIZ: So let's start off with a top line view. What's Sega's strategy on next-gen consoles?Profile
Scott A. Steinberg
Vice President of Marketing
SEGA of America
History: Originally with SEGA during the Genesis days in the early '90s, Scott brings to SEGA more than 17 years of experience marketing entertainment and technology products at companies such as Roxio, Liquid Audio, Eidos Interactive, and Crystal Dynamics.
Highlights: He led Roxio's marketing and e-commerce efforts and orchestrated the marketing re-launch of the company's digital music subsidiary, Napster 2.0 as a legal digital music service.
Currently: As VP of marketing for SEGA of America, he is responsible for all of SEGA's marketing, consumer brand, and e-commerce efforts in North America, & he participates in SEGA's global product planning group designed to evaluate development and licensed IP
Scott Steinberg: Top line, Sega is supporting all three platforms, all three next- and new-gen platforms at launch. So we've converted a lot of our existing brands and new brands to next-gen launch titles. We've got Sonic the Hedgehog in its original naming convention shipping on the PS3; and of course it'll be on the [Xbox] 360 as well, but it'll be a launch title for the PS3. We have Full Auto 2: Battlelines, which is a sequel off of our 360 SKU last year, that's shipping with the launch of the PS3. Then Virtua Fighter 5 will be in March of the following year, so we've got three games out of the gate supporting PS3.
On the Nintendo Wii platform, we've got another Sonic game, completely different and built just for the controller and the new system. That'll be shipping probably in March as well. And Super Monkey Ball Banana Blitz will be a launch title also on the Nintendo Wii. So we're bringing our frontline brands as well as some new IP. You'll be seeing some new IP that kind of rounds out our efforts on the two new platforms. The 360 we continue to support; we're shipping in June Chromehounds, which is a massively Xbox Live oriented game, a mech game. And we have lots of plans to be players on all three [consoles]. We're not necessarily picking one or the other; we have the capacity and scale to support all three.
BIZ: Full Auto was a 360 game, and now the sequel is a PS3 exclusive. Why is that if you're supporting all three? Is it just perhaps an exclusivity window?
SS: We haven't announced a 360 SKU, so we're exclusive on the PS3 right now.
BIZ: So, basically it's coming but Sega isn't ready to announce it...
SS: [laughs]
[ "Effectively you've got thousands of dollars worth of arcade tech in a machine that's 500 bucks," Scott Steinberg on the PS3 ]
BIZ: From your perspective though at Sega, is there one advantage or disadvantage to any of the three platforms?
SS: We have to be platform agnostic and it's definitely a different development approach for Nintendo's [console] than the other two. There isn't yet a lot known about what Sony is doing online, so there's kind of a question mark there and obviously we know a great deal about what [Xbox] Live is. All the cards haven't been revealed from the deck in that instance, but the two next-gen platforms... we're taking a slightly different strategy with them as opposed to Nintendo's, which has such a unique architecture to it that we mentally really have to think differently.
BIZ: One of the supposed advantages of developing for the Wii is that it should cost far less than developing on Xbox 360 or PS3. How much would you estimate Wii development to be on average, or how much less than 360 or PS3 do you think it is?
SS: Yeah, I've been asked this question a lot and it's diffi*** to put it [in terms] of the kind of relationship you want, headline type relationship, because it's like buying a car... You can buy a $100,000 car or you can buy a $20,000 car. Next-gen games don't automatically cost $20 million dollars. It really depends on what you want to create. And you can spend, and people do, spend $15 million on today's gen games. So, there's no doubt that Wii is a more affordable [console] for developers and publishers to build games on; it's much more analogous to the GameCube. And there's no doubt that you can spend a lot of money chasing billions of polygons on the 360 and PS3, but you also don't have to. I think the industry uses the 2X factor on next-gen games and that's certainly a decent rule of thumb—it doesn't always have to be that way—and we're far below that on the Nintendo Wii. There's no need—well you can I guess—but there's no need to go that high.
So, family friendly, by that definition you're not trying to do a lot with violence and with guns, and so on the Nintendo Wii we're able to cost control a lot better. I think the economics with how the machine is going to be more affordable for the family and having games that are probably a bit more affordable for the family is really going to strike a nice installed base and we're one of the few third-party companies, as Sega, that has had success on GameCube and quite frankly it's easier to bring that success to the Wii because we've already introduced our brands to the [previous] platform holders.
BIZ: Do you think this affordability is going to allow for much greater third-party support on the Wii than Nintendo has seen on previous consoles?
SS: Well, we have always supported Nintendo, so we're one of the top third-party companies, and we're the top third-party company on GameCube, so I would think they would have to rethink their strategy if they're not building Wii titles. I recently got back from a little tour around, and I've not seen a lot of third parties developing [on Wii], so they're behind. There's a bit of a design, creative learning curve on how to fully exploit the nunchuks and Sega is already thinking about its second generation software. So if they're not already here, they probably weren't on board at the beginning and the companies are going to have a harder time thinking about ways to innovate and Sega's already thinking second generation. |
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真的原封不动 连读都不读都转来了。。。
