Sony's trainwreck of a keynote [update 1]
In responding to our live coverage of Ken Kutaragi's keynote at TGS earlier this morning, one Joystiq commenter wrote, "Gee, if this keynote was as boring being there as it was to read about, then Sony's in for a world of hurt."
We're here to tell you that it was worse. Way worse. You, dear reader, can dismiss the browser window containing that text with a click of your mouse, confident that nothing important was said. We, however, had to sit through the entire painful hour next to a European fellow who, if he ever owned any deodorant, had surely not used it in the last 48 hours.
During the keynote, the DS pictochat room that had fallen silent sprang to life as bored attendees decided to entertain themselves, since it was clear that Ken Kutaragi had no intention of doing so. After the keynote, we head the words "meltdown," "total disaster," and "trainwreck" bandied about the press room. This keynote was worse -- way worse -- than Sony's E3 showing.
To be fair, part of the issue is that the translators Sony hired for this event were simply unable to keep up with the technical nature of the talk. They stumbled on common terms like VoIP. They used a limited vocabulary that made Kutaragi sound like a repetitive rambler who hit the sauce something fierce prior to the speech. (Of course, we don't know whether Kutaragi had a three-martini breakfast prior to the keynote, but we're wishing we had snuck in a flask of something to help us through the hour.)
Here's what went wrong:
- Computer this, computer that. Unless the translators really messed up, Kutaragi never said the word console. He said the word "computer" many times, however. We're not sure why it's important to impress upon the audience the possibilities of computer technology, but we're pretty sure that the crowd assembled at TGS this morning wanted to learn something about the PS3's capabilities for games. Very little game content made its way into the speech.
- What's the point? Ken told us that the internet is cool, and it that opens all sorts of possibilities, and that the next 10 years will be more exciting than the last 10, but that's all he said. Why he felt the need to pound the audience with statements of the obvious really wasn't clear. The whole keynote felt like an elaborate joke setup for a punchline that was never delivered. We thought he might have been building to an announcement about the PlayStation 3's online capabilities, or about the PlayStation 3's multiplayer opportunities, or about downloadable content, microtransactions, what have you. Though these things were mentioned, nothing specific was said.
- Lack of visual aids. The gamer is a visual animal, requiring flashy, fast-moving stimuli to hold his interest. Sony failed to cater to the gamer. Besides a few short videos and a couple of ho-hum slides, the keynote was bereft of interesting imagery. For approximately 80% of the hour, the entire visual scene consisted of a Japanese man in a suit reading at a lectern. As one PictoChatter described it, "Zzzzzz."
- Afrika. When the lights dimmed at the end of the keynote for one final video, the audience leaned forward, hoping that we might finally be treated to some video footage for a hot game we'd never seen before. Instead, Sony played a trailer for their puzzling Afrika game. The game's pretty, but like the keynote it fails to make a point. Afrika is like a plasticine rendition of a nature show, without a gravel-voiced narrator to build drama and suspense ("The cheetah, who hasn't eaten in days, creeps up on a herd of gazelle. If he doesn't kill this time, he may be too weak to hunt again and may himself become prey for a nearby pack of hyenas.") The Afrika video, like the keynote itself, was anticlimactic and disappointing.
Though we're worried about the hit to our Karma balance that will result from sharing audio of this event, we're going to try to obtain a file of the entire keynote so that you can listen (and judge) for yourself.
[Update 1: changed "press conference" to "keynote" to satisfy commenters who insist that there's nothing wrong with being boring in a keynote. We say it's not ok. We also say that Iwata's keynote at TGS 2005 was much, much better.]





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Reader Comments (Page 1 of 2)
Wickedneoq @ Sep 22nd 2006 2:52AM
I'm sure in that PictoChat group, there was someone drawing Sony biting the big one too. Man, would I have LOVED to have been in that epic PictoChat.
PizzaDino @ Sep 22nd 2006 2:52AM
Hey pal
I'm DYING for new Afrika news over here
Killer App I tell you!
Vlad @ Sep 22nd 2006 2:56AM
does anyone else find it terribly ironic that people were using their NINTENDO DSes to entertain themselves during the SONY press conference?
hopefully the rest of TGS will be more entertaining. Sony lives off third party support anyway, so I don't really care what else they have to say now...I'm more interested in what Capcom, Square, etc have to say about PS3.
GRRiMREEAPeR @ Sep 22nd 2006 2:59AM
Young Jeezy > Sony
Wickedneoq @ Sep 22nd 2006 3:00AM
I don't find it ironic at all that people were using DSes when, considering Sony being totally dense and Kutaragi assumed drunk, there was no mention of their "beloved" PSP anywhere in the Keynote. (Sony loves to forget the past, I suppose, I mean, the drinking might help, but come on!) Next thing you'll know, there's a press release saying Sony's going to make a Nintendo DS chat application... includes giant enemy crabs, which you have to attack with your stylus for massive damage.
Some_Jerk @ Sep 22nd 2006 3:12AM
Joystiq is fair and balanced like fox news.
Pixelbox @ Sep 22nd 2006 3:09AM
Trainwreck is a pretty accurate word for where the PS3 is heading. Seriously, how is it possible to fall so far?
If anyone has Sony stocks, you best get rid of them now.
ArX07 @ Sep 22nd 2006 3:09AM
At least they are making up for it with the preponderance of game footage being released. I could care less about their PR and could not care more about their games on the showfloor.
DG @ Sep 22nd 2006 3:20AM
Why Afrika? That's silly, isn't it? How come it can't just be what it actually is?
Kris @ Sep 22nd 2006 3:21AM
They were excited, but then upon getting on stage they saw that the number of DS' in the audience outnumbered the number of PS3's available on launch.
Sony needs to learn that they are selling products to consumers rather than just bragging about technology.
newtypecj @ Sep 22nd 2006 3:23AM
Even though the conference was obviously terrible, awful, and an appalling waste of time, what are the chances that it's going to have any discernible effect on PS3 sales? I'd say nil. Any negative impacts it had were done away with by saying HDMI would be included in the low-end model and dropping the Japanese price. The rest will be completely forgotten as TGS opens, people play the games and the Internet is flooded with media from everything at the show.
Sony apparently feels it does not have to play catch-up with anyone. It's sad, but I almost think they're right. Their game lineup is very hard to beat. They probably could've announced a price increase for the US model and they'd still sell out of consoles on Nov. 17.
Blu Ray owns your Soul @ Sep 22nd 2006 3:28AM
instead of disecting a pretty boring press conference why arent you BRINGING US INFO ON THE FUCKIN GAMES?! I could give two shits about your childish pictogram shows I want to read about Devil May Cry, Gran Turismo and Blue Dragon. You guys are currently one of the worst blogs for actual TGS INFO
XxOMGHEYxX @ Sep 22nd 2006 3:45AM
If you want the REAL story that actually gives a fair view of what happened, seeing that joystiq are a bunch of fanboys. Yeah, I said it. You guys make me SICK.
Go to IGN. They have ALOT of news.
And the new videos of Motorstorm, heavenly sword, Formula 1(OMG...), and pretty much every other game are ABSOLUTELY BEAUTIFUL!!
goosedude @ Sep 22nd 2006 3:52AM
# 12......I'm with you....
Do I want a repeat of the PSP fiasco where the PS3 sits on my shelf for a year with no games.
GIVE US GAME INFO!!! I could care less about Blu-Ray!!
GIVE US INFO ON THE ONLINE SYSTEM!! It'd Better be better than PS2's online
Joni @ Sep 22nd 2006 4:34AM
Sony did what the keynotes are for, that is the problem.
Gamer G @ Sep 22nd 2006 4:16AM
@12
You cant blame Joystiq for Sony not giving them anything to report can you?
Mike @ Sep 22nd 2006 4:36AM
"@12
You cant blame Joystiq for Sony not giving them anything to report can you?"
I'd be willing to bet that he can and probably already has.
edwin @ Sep 22nd 2006 5:31AM
DIE, SONY...DIE!!!!!!!!
Jon @ Sep 22nd 2006 5:37AM
I am no Sony fan but given this is a keynote speech and NOT a presser I can't see why this is a trainwreck.
hemmy @ Sep 22nd 2006 5:47AM
A keynote address and Joystiq expects an E3. Nice. Joystiq's descension into the bowels of a journalistic toilet continues.
Jeff @ Sep 22nd 2006 7:44AM
I really think some of you guys in the "press" need to realize that keynote speeches and press conferences are not entertainment. They're not intended to be entertainment. This portion of TGS is not open to the public.
I doubt the writers Nihon Keizai Shimbun sent to the show are writing today about how "boring" the keynote was.
Get serious once in a while, guys. Not everything is supposed to be fun. This is a business too.
The Intangible Fact @ Sep 22nd 2006 8:10AM
The keynote is a trainwreck like the system! It is so easy to talk sh*t on this system. They have shown us nothing but crap. No wonder why I can't stand anything from Sony.
striderhayasa @ Sep 22nd 2006 8:15AM
If you check out other impressions of the keynote address at other sites they all say the same thing, "The keynote was ass." After seeing MS's presentation you would think that Sony would have brought the thunder. Instead you got Afrika (wtf?!) and a few small snipits and a lot of talk about infrastructure, mapping technology (?) and hardware.
/the reality is the keynote should have been more focused on games since it is the TGS. This is another example of how Sony isn't focused on the gamer, it's trying to push tech that may be interesting but not nesessary and charging a premium for it. Trojan Horse comes to mind. Accept it, embrace it and stop crying.
Wild Homes @ Sep 22nd 2006 8:18AM
I don't even know if the biggest problem the writers here had with the press conference was boredom, they seem more concerned with the complete lack of content presented. we all understand that a keynote is not the same as an E3 press conference, but it's still an opportunity for Sony to reassure the public (even only as the end users of reporting resources) that they're up to exciting things. and providing poor translation, Kutaragi droning about how the system is a computer (hint: it's not), and a lack of any gameplay, even a montage, or any footage not about Afrika, is a very poor way to convince anyone that Sony is doing anything exciting right now.
you're perfectly right to say that keynotes aren't expected to be riveting. but they are expected to be illuminating, and to reassure consumers that Sony, in this case, has some forward momentum. and from what it sounds like Sony chose to do with this chance, they blew it this time.
Waccoon @ Sep 22nd 2006 9:45AM
Fun with anagrams:
Sony Playstation = Pays on nasty toil
Yeah, they're really working hard, huh?
H-QB @ Sep 22nd 2006 8:26AM
"20. A keynote address and Joystiq expects an E3. Nice. Joystiq's descension into the bowels of a journalistic toilet continues.
Posted at 5:46AM on Sep 22nd 2006 by hemmy 0 stars"
an E3? ...you mean, like Microsoft or Nintendo's Press Conference at E3? I agree. But if you were talking about Sony's 'Press Conference' at E3 ... that was pretty much a Keynote thing too.
... It'd be sad if their TGS speeches and stuff were boring. Personally i see it as a last chance to really wow people (others might feel the same way). Good luck Sony!
indy525 @ Sep 22nd 2006 8:51AM
"Sony's trainwreck of a keynote" I think not. The Keynote Speech's title was "Next-Generation Entertainment Created by the PS3". Unless you have a closed mind or live under a rock, next-generation entertainment is not limited to gaming. Kutaragi's speech covered the broad range Sony's vision for next-generation entertainment facilitated by the PS3 including gaming. I thought it was a very interesting presentation for a keynote. Sony is holding a separate press conference that is different than a TGS keynote speech.
Shad Genki @ Sep 22nd 2006 9:23AM
Funny that Joystiq counterbalances the Wii bashing with some Sony bashing. It's like Mel Brooks is running this site! :D
maximus @ Sep 22nd 2006 9:41AM
Jeez Joystiq are so biased it's laughable.
It was a speech by KK about where the PS3 is going and the technology, it was never going to be about the games.
All you losers who want Sony to 'die' really need to get a life, having Sony at the top makes MS strive to better them which gives us the consumers more choice and better products. Take Sony out of the equasion and gaming will go down the toilet, MS will have no reason to innovate or push prices down whatsoever. MS are desperate to be number 1, they've achieved it in the office environment and now want to dominate home entertainment.. god help us if they do.
CEO Kasen @ Sep 22nd 2006 9:37AM
I'm just curious as to why people seem to be blaming Joystiq for a keynote speech that, boredom or no boredom, did nothing to emphasize - at a >games< show - that the PS3 will be any fun.
I hope the PS3 is a wonderful system and that all the rumors are wrong, I really do, but godsdamn, people, is the thought that >OMG Infallible Sony Might Have Done A PR thing Incorrectly< too mind-shatteringly blasphemous for you to accept, even now after the train-wreck of bad press, mediocre demos, and shipping delays?
Knoxximus @ Sep 22nd 2006 9:42AM
Hey Joystiq! Next time you quote me in the opener, could you at least give me SOME credit? I'm not "one Joystiq commeter"....I'm Knoxximus. kthxbye!
KBeat @ Sep 22nd 2006 10:04AM
Sony has a mind numbingly dull keynote (I know I listened to it) practically devoid of any information, and Joystiq is biased for reporting it that way? I love fanboy logic.
The keynote likely won't have any effect on the PS3 launch, positive or negative, but for those of us who listened to the entire keynote, we lost a couple of hours of our lives that we'll never get back. I never missed Steve Jobs so much in my entire life.
Designerbradr @ Sep 22nd 2006 10:17AM
Jeff,
After reading through just the text of the speech, I'm left puzzled more than bored, and agree with Joystiq, a.k.a Vlad about one thing for sure: "What's the point?"
There was no clear objective, speech arc, or conclusion as KK jumped from subject to subject, clumsily tying it to the PS3 at times – and sometimes not even.
Like it or not, TGS is also an entertainment venue, not just a business proprietor. This was not a keynote to investors or business managers or developers. It was open to the public and the press – Sony's last big hurrah before launch. I at least expected everything to come together so Sony's full story for the PS3 could finally be revealed.
To be fair, keynotes don't have to be entertaining. But anytime you have a captive audience, it's best to keep them engaged. Forgetting about any expectations attendees or I might have had, this keynote was definitely less than engaging. Hence the backlash.
Soccergm17 @ Sep 22nd 2006 10:25AM
If people hate Joystiq and keep saying they are unfair and unbalanced...then why are you here reading the site? I would imagine even if you were the biggest fan of Sony and had to sit through that keynote, you would come out with a sour taste in your mouth...lol Just because they say they hated the keynote doesn't mean they are biased against the PS3 or Sony. It just means they are very cranky for having to sit through a boring meeting where obviously Sony failed to give out any new information. I have nothing against any of the Big 3 (Sony, Nintendo, Microsoft) but why is Sony so late in getting out information on online, game prices, etc...when they are next ones to release their console. For all the Son fans, the perceived Sony bashing will stop once they release news.
strider_mt2k @ Sep 22nd 2006 10:29AM
I'm happy to say that I sold off all my Sony stuff a while back, and didn't do too badly either. (Not stocks -GEAR!)
I kept the PS2 because it was a gift and the wife and I play TWG on it once in a while, but I won't spend real money on Sony stuff anymore. (Maybe earbuds or an AM/FM radio. they do THOSE well still.)
Their view of themselves is really distorted.
Doom3 @ Sep 22nd 2006 11:03AM
Man I was so hyped by the DMC4 video but now I'm completely back to a real love hate thing with sony now. It's like there a really sexy girl but a complete anal conservative crack pot drunken nerd or a waste of beauty. Yeah that sexy comes from the tech they try and make... yeap I said try... I mean really I've said it before... with out nvidia the PS3 would be barely better than a Wii... really... It's allabout the graphics card. If you don't believe me go and check out direct x 10... The RSX is pretty much a sibling to that thing. I mean Ken tried hard to be a visionary but he comes across as a confused reporter... The delay must have really hurt his pride... I'd hate to say it but if you got stock in these guys you better run for the hills... until the production problems are fixed... Some thing is going on really... Sony has never hell on one has ever dropped the price of a system before launch...LOL I mean really Next time they better get there money or IOweUs ready and have some real video game industry people on hand. I had more fun reading the process of making the Wii and it's controller than even trying to finish this crap.
The keynote is suppose to get you excited about the direction they are headed... which is trying to tell us the PS3 is better than a dual core any thing on the PC side. I mean yeah if we really all had 1984 PCs then sure I'd get 2 PS3s... but I mean most of my models can't even be loading into the ram of that thing...LOL Normal mapped maybe but ken is just about to bloody his own nose... The PC is going to kill the HD era... I'd hate to say it but ken really wants to compete with that industry just off the bases of graphics... I know Nvidia is happy about that statement. I would think they make more off of add in card in the PC market than a console.
Tucker @ Sep 22nd 2006 10:35AM
Can we please have a separate page called "people bitching and whining about Joystiq" where all you people can go and have one little happy party, leaving the rest of us to carry on semi-intelligent conversations in the comments? For fuck's sake, it's getting impossible to actually get anything useful out of comments on this site anymore.
KilgoreTrout XL @ Sep 22nd 2006 10:38AM
Those above waving the "keynotes are always boring" flag are being a *little* disingenuous.
Sure, a leture circuit regular capping off some corporate retreat, speaking generically about the "glorious future" to 500 people who've spent the day golfing, kissing ass, and dying to go home? Yeah, that can boring.
But a keynote address a month and a half before one of the most important product launches in the history of your company, in the wake of what can only be regarded as a PR catastrophe for the past 6 to 8 months, and in front of a captive audience which will ultimately have a huge hand in determining the speaker's success? No. It was a very obvious opportunity for Sony to qwell fear, build confidence, and develop excitement about its new console.
You can look at the speech in its correct context and be surprisingly disappointed, or you look the keynote in a vaccum and be "indifferent." It's up to you, but I think we can agree that neither reaction reflects very positively on Sony or the PS3.
Chris @ Sep 22nd 2006 11:03AM
It's odd how Sony just keeps making these mistakes, it does seem like they are in trouble. But I just can't fathom how if you are so head on top you just behave like they are doing.
I'm just thinking that none of this will effect Sony at all and they know it.
omg @ Sep 22nd 2006 11:05AM
Give me a god damn break. I hope you all die in a traffic accident cause never have I seen more people ripe for execution on one single blog page.
You guys are grasping for straws. You critizise unfairly and without reason. The PS3 is now 400$ so you have nothing at all to whine about. This was the only thing that was wrong with it.
So please people tell me, in you infinite "wisdom of a 14 year old kid", why the PS3 will fail? Is its the 1.000.000 pre-ordered units world wide? Is it the huge amount of games coming out? Is it the total backwards compatability? WHAT IS IT?
I know what it is, its the reatards that hang out here that wont buy it! OH NOES! A bunch of D&D playing introverts who have home grown mario mustaches and mastrubates after ASCII porn. YAY
Seriously people go throw yourselfs off a cliff, cause all you do is annoy with you totally unreasonable bullshit. Like those Oh So Funney pictochat things. Yes that what I came here to see, reporters acting like arrgonat teenagers, passing notes around in class and snickering. Sigh.. Get a new job.
Wickedneoq @ Sep 22nd 2006 11:28AM
@ 42.
I'd rather draw Wii-mote ejaculations for a group of 11 other gaming reporters to see and snicker about, than have a Sony fanboy rant off at me with information that isn't accurate. Get your facts straight, son: 500,000 consoles at launch, and I'm sure that not all of them will be preordered, because the 360 units weren't all preordered.
At least with D&D, to TOTALLY defend gamer nerds everywhere who have played the game once in their lifetimes, you're in a group of your peers, communicating, eating Cheetos, drinking Mountain Dew, and having fun, instead of sitting on your ass in front of a TV or computer screen, in the dark, watching a character go around a virtual world, only to not play with that character in a few months because it means nothing to you and you got bored. D&D is a life lesson, you can keep your friends, character sheets and multi-sided dice until the end of this Earth, and people would still have the ability to sit at a table and play the game. People like you are the reason why table and board games get a bad rap, because you'd rather be a bitch-hermit than actually go out and do stuff. Get some sunlight, I hear it's good for you.
It takes two to ramble the unreasonable bullshit!
omg @ Sep 22nd 2006 11:38AM
Yeah ok the blow at D&D players was prob a low blow. But still my facts are stright, last I heard Sony has sold more that 1.000.000 pre-orders world wide. Your 500.000 number is for the states and the world is bigger than the states.
I guess im just angry with this ridiculous flaiming coming from americans generally. Its now infected Europe and its totally undeserved.
Well im through discussing this issue. We will see after launch who sells the most consoles. My bet is on the PS3 crushing the 360, and that is were smart peoples money is. Not that I care cause im getting all 3 starting with the Wii.
wii the people @ Sep 22nd 2006 12:00PM
Hey omg, it's "smart people's" not "smart peoples". Saying it your way just makes you seem like some dumbass fourteen year old who hasn't learned about apostrophes yet, and we know that couldn't be the case, right guys? Also, it is possible that the Sony flaming going in Europe has more to do with the fact that they aren't getting the PS3 until March and less to do with the current right-left-liberally-conservative-Bush administration-Hugo Chavez-funded conspiracy going around. Just a thought.
crono141 @ Sep 22nd 2006 12:07PM
omg:
Sony has promised 500,000 consoles WORLDWIDE at launch, and is promising another 500,000 by years end. 400,000 are going to the States, 100,000 going to japan.
Sony is dicking japan on numbers because they believe the 360 is not a threat. And up until recently, it wasn't.
But 360 is 250 dollars, HD-DVD addon another 170 (all in japan), and it can do everything PS3 can except HDMI (which isn't needed if you have DVI and HDMI-->DVI adaptor). In addition, there are several very good looking JRPGs coming out for 360 this holiday season, which might be enough to entice people to buy it instead of PS3, which has... RR7 at launch?
I don't own a 360, but I'm planning on getting one down the road. I will own Wii at launch.
maximus @ Sep 22nd 2006 12:27PM
Having seen many of the social outcasts and bearded weirdos that inhabit D&D sessions i'll stick to consoles games thanks! Just take a look who's in the local D&D gaming store and you'll see what i mean.
Designerbradr @ Sep 22nd 2006 12:28PM
omg,
The PS3 will be lowered to the equivalent of $425/$430 in Japan only. An interview of Ken Kutaragi all but confirms that the price drop is for Japan only and not Europe or the states.
"Kutaragi also pretty much confirmed that we won't be seeing a comparative price drop in other territories. According to Ken, the Japanese pricing changes were merely an adjustment to keep the price inline with the market. He argued that the misconception that 1 dollar equals 1 euro equals 100 yen is not a fair comparison."
http://kotaku.com/gaming/sony/tgs06-ken-kutaragi-cold-chills-chats-202510.php
One wonders – heck who am I kidding – I wonder if this has anything to do with the public reception of the Wii.
Does Sony need to be more price competitive now because they see the Wii as a threat?
And what happened to the ebullient confidence they had in their price for such an advanced product?
nalgae @ Sep 22nd 2006 12:51PM
All these fanboys defending Sony make me laugh. Go to EVERY OTHER gaming website and you can see they have the same opinion.
Gamespot barely attempts to disguise their boredom with their coverage, but you can see it by the question they ask at the end of every entry.
Gamespy expresses obvious boredom at the end of their article.
Unlike fanboys, writers for blogs don't have to be impressed by boring keynotes.
Circ @ Sep 22nd 2006 2:05PM
> last I heard Sony has sold more
> that 1.000.000 pre-orders world wide
omg, please cite your sources.
KBeat @ Sep 22nd 2006 2:07PM
So Sony has yet another bad presentation, and OMG wishes we would all die horrible deaths for pointing it out? Fanboyism at its finest or lowest. I'm not sure which.
Vulpis @ Sep 22nd 2006 2:12PM
Re: maximus in #47...
If you think you can make that kind of comment, you *really* haven't seen some of the people who play online games.. ;-) They make the 'bearded weirdos at the gaming store' (who, I might point out, tend to drop enough $$$ on RPG books to buy PS3s ;-) ) look like Jehovah's Witnesses.
On a side note, I'd wish people would get the numbers straight on the PS3 price--Is it dropping by $70, or is it dropping by $200 (which is what a little basic math of $600-$400 tells me..) ?