That sell-out was partly driven by the fact Sony decided to launch PlayStation in ten European countries – which was more than its rivals ever did. A move that Deering insisted upon.
“The Japanese arm of Sony were looking at Europe through the eyes of their mates at Sega and Nintendo, who said that if you get France, Germany and UK, you basically have Europe and Europe is roughly half the US,” he says.
Before I joined PlayStation, I had 20 years experience in international markets. I knew that Europe had the same population as the US and the same ?per-capita income as the US.
I thought Nintendo and Sega were being lazy on producing translated versions. And they were dealing with distributors that were taking the mick with the video games industry. I remember saying to Ken Kutaragi [PlayStation CEO at the time] that Europe can have the same install base as the US. He laughed and said: In your dreams, go for it. And it did happen. We localised in multiple languages, we worked hard and made it happen.