For Immediate Release
London, 26th April 2008: With 12 million units sold across PAL to date– 5 million of them in the Fiscal Year of 2007 (April 07– March 08) alone– and the brand now branching further into digital business via SingStore™ on PLAYSTATION®3 (PS3™), SingStar® is going from strength to strength.
Sony Computer Entertainment Europe (SCEE) released the first SingStar title on PlayStation®2 in 2004, changing the way people interacted with the PlayStation brand. Audiences who hadn’t been traditionally interested in gaming could use PlayStation as a source of entertainment. Since its launch, SingStar has turned singing into a competitive game and has amassed fans of all ages across the world.
December 2007 saw the franchise move onto the next-generation PS3 platform, breaking into a new business model of downloadable extra content in which players have the option of purchasing individual tracks by downloading from SingStore. SingStar PS3 is also supported by several online features within the game, notably My SingStar Online™, an arena where fans can share their recorded performances with the worldwide SingStar community.
The SingStar community has embraced the new online elements within the brand. In SingStore’s first four months of trading, one million tracks were downloaded across the PAL region. My SingStar Online has also proved to be a popular place for SingStar fans, attracting 140,000 registered users who, combined with visitors to www.singstargame.com, have shared over 20,000 videos of their SingStar performances that have been watched a total of 2.5 million times.
Mark Hardy, Director of Product Marketing of SCEE said:
“The term‘social gaming’ is widely recognised in 2008– however, it was relatively new when we launched the first SingStar title in 2004. That game entered the charts at number one in many countries, allowing us to pioneer the social gaming category and a new market of consumers who might not have bought games before. We really are teaching the world to sing with SingStar– and business for 2008 is looking excellent.”
Paulina Bozek, executive producer of SingStar said:
“SingStar’s success is built upon simple and entertaining game play. Historically we have added new music tracks to keep the experience fresh but the arrival of PS3 has allowed us to think differently. We can now take advantage of the next-generation features to take the next step forward in the SingStar experience. The launch of SingStore and My SingStar Online is the realisation of this and the experience is now more user-focused, personalised and interactive.”
SingStar was the catalyst for a new area of the gaming industry that’s now attracting mainstream audiences and taking the social phenomena to new and exciting experiences. Over the past four years the titles added to the SingStar catalogue have included a mixture of genre and themes including: musical decades (SingStar‘80s SingStar‘90s), musical genres (SingStar Rocks, SingStar R&B, SingStar Pop, SingStar Pop Hits) and musical themes (SingStar Legends, SingStar Party SingStar Summer Party). All of these titles have continued to deliver sales as SingStar collectors seek out the entire back catalogue.
As well as the international titles above, country-specific titles have also been big sellers, with titles such as SingStar Deutsch Rock Pop (Available in Germany, Austria and Switzerland) and SingStar Latino (Available in Spain and Portugal) delivering strong sales locally. SingStar’s commitment to localisation has been the key to its success– titles are available with localised tracklists for French, German, Italian, Spanish, Portuguese, Dutch, Norwegian, Swedish, Danish, Finnish, Polish and Croatian Speaking Countries.
As the social gaming market expands to include other titles such as SCEE’s quiz spectacular Buzz!™ the SingStar brand continues to lead the way in sales, consumer brand awareness and product innovation. This year, SingStar on PS3 even took three Guinness World Records: Most Successful Singing Game, First Customisable Track in a Singing Game and First Music Game to Let Players Record Their Performances and Share Them Online.
For all of this innovation, SingStar remains one brand with the same core values. To find out more, visit www.singstargame.com.
For more information, please contact your local PR manager.
About Sony Computer Entertainment Europe Ltd
Sony Computer Entertainment Europe (SCEE), based in London, is responsible for the distribution, marketing and sales of PLAYSTATION®3, PlayStation®2 and PSP™ (PlayStation®Portable) software and hardware in 102 territories across Europe, the Middle East, Africa and Oceania. SCEE also develops, publishes, markets and distributes entertainment software for these formats, and manages the third party licensing programs for the formats in these territories. Since the launch of PLAYSTATION 3 in November 2006 and the end of January 2008, over 10 million units have been sold globally and continue to be sold at a record level. Between the beginning of April 2006 and the end of January 2008, over 26 million PlayStation 2 consoles have been sold worldwide, continuing its position as one of the most successful consumer electronic products in history. Between the beginning of April 2006 and the end of January 2008, over 20 million PSP systems have been sold worldwide. Between its launch in November 2006 and the end of 2007, the PLAYSTATION Network, the free-to-access interactive environment, has had over 5 million registrants and has experienced over 81 million items downloaded.
PlayStation, PLAYSTATION and the PlayStation logo are registered trademarks of Sony Computer Entertainment Inc. PSP is a trademark of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.