How does the PS3 market add up?
Namco believes that a developer must sell 500,000 copies of a game to make money. UBS believes that 30 PS3 games must be sold per PS3 for Sony to break even.
In mathematical terms, what does that mean?
Playstation 3 (60 GB) = $600 + tax
30 PS3 games = $1,800* + tax
Total = $2,400
* Assuming that each game costs $60
Sony earns $10 per PS3 game sold. That's $300 in revenue for 30 games. That almost covers losses from the 60 GB PS3, according to my oft-cited Ars Technica article.
Of course, GameStop has reported that PS3s sell with an average of 1.5 games per console.
Rounding up, Sony gets only $20 from the average PS3 user.
Here's the math for the market buying enough games to recoup a developer's costs:
Number of copies of a game needed to sell in order to break even: 500,000
Minimum amount of money the market will spend to recoup a developer's costs: $330,000,000 *
Sony's subsequent minimum costs to make that sale happen: $400,000,000
Revenue Sony receives from the sale of 500,000 consoles: $300,000,000
Revenue accumulated by Sony from the sale of 500,000 games: $5,000,000
Sony's profits from the money consumers will spend at minimum to recoup a developer's costs: $-95,000,000
* Assuming each consumer buys one 60 GB PS3 and one game for $60
Here's the math for the market buying enough games to recoup a developer's costs and Sony's costs:
Number of copies of a game needed to sell in order to break even: 15,000,000 *
Minimum amount of money the market will spend to recoup everyone's costs: $1,200,000,000 **
Sony's subsequent minimum costs to make that sale happen: $400,000,000
Revenue Sony receives from the sale of 500,000 consoles: $300,000,000
Revenue accumulated by Sony from the sale of 15,000,000 games: $150,000,000
Sony's profits from the money consumers will spend at minimum to recoup everyone's costs: $50,000,000
* Assuming 500,000 consumers buy 30 games
** Assuming each consumer spends $2,400 for a 60 GB PS3 and 30 games
Bear in mind that the number of PS3s sold is at most 300,000. We're looking at perhaps January 2007 before 500,000 PS3s become available. The time and money that must be spent by the consumers, the developers, and Sony to reach equilibrium is enormous. At the moment, Sony's success in the market seems unfathomable. In contrast, Nintendo has already shipped over 400,000 Wiis. Considering that buying a competing console decreases a consumer's buying power, Sony's ability to reach PS3 fans decreases with every Wii sold. The question is transforming from one of how Sony will succeed to one of how Sony will recuperate its PS3 launches in its other product lines.