Sony should build the next Xbox

We all know that being being a console manufacturer is a capital intensive business. The fact that there are only three companies currently in the business shows just how much of an investment it takes. Now that the world is dealing with a massive economic downturn the cost must pinch that much more. At the turn of the year we had plenty of stories about how the video game industry is recession proof. That belief appeared to be borne out by record breaking sales over the past Holiday season. All three platform holders, Microsoft, Sony, and Nintendo have boasted about their performance recently. Recession? What recession, seemed to be the message sent out by the sales figures. However, fast-forward a few weeks and the picture seems to have changed somewhat. Both Microsoft and Sony are talking about massive lay-offs and/or closure of entire divisions. Hardly the actions of recession proof companies.

Meanwhile, despite a recently disclosed drop in profits the money is still pouring in for Nintendo. The foreseeable future looks assured for Nintendo as both the Wii and DS continue to set sales records and three-year old software like Mario Kart DS still riding high in the charts. In truth, it appears that Nintendo are the only recession proof company in the industry. Now lets assume that Sony wants back on top of the industry and Microsoft want to get there for the first time. What would they have to do to achieve this? Remember that with both companies so far behind and only falling further, it would have to be something very drastic. I think, and here comes the crazy bit, that Sony should build a new console in partnership with Microsoft. With the combined expertise of both companies, what could go wrong? Well quite a lot probably but lets ignore that for now. The division of work would be the most important decision, so who would do what exactly?

I might as well just say it; Sony make better hardware than Microsoft. That statement is hard to argue against for several reasons. Not least among them is the reliability of a console and the PlayStation 3 (PS3) is certainly a more reliable machine than the Xbox 360. The Red Ring of Death (RRoD) is a problem that has plagued the 360 since it's launch in 2005 and it is only recently with the Jasper configuration that Microsoft has gotten on top of it. The PS3 also runs quieter than the 360, which is nice considering it is likely housed in your living room. Coupled with greater reliability and quieter running is the fact that it is more fully featured (built-in WiFi) and more advanced than the 360. The PS3 launched with the then cutting-edge Blu-ray drive as standard, while the 360 is stuck with the tried and trusted (some would say limited) DVD format. When it comes to graphical and processing power it is more difficult to declare a clear cut winner. I could talk ad nauseam about Cell Processors or Tri-Core Xenon Processors but there seems no point. More technically minded people than myself have argued this point at length and have not yet come up with a definitive answer. I am going to side with the PS3 for one simple reason, Killzone 2. This game is without doubt the best looking game on any console at the moment and the 360 does not have a game of comparable graphical quality. Finally, the design of the console itself is a more subjective issue but I believe that the PS3 is an infinitely more appealing design than that of the 360. It is just a sleeker, sexier looking machine.

At this point I'm pretty sure you are all think this article is nothing more than the ramblings of a rabid Sony fanboy but it isn't. Microsoft would have an equally vital role to play in the alliance – marketing and online services. Microsoft have done a remarkable job of marketing the 360, they really do seem to have their finger on the pulse of this gaming generation. As a perfect example, look at the way they handled the RRoD debacle. They emerged from the issue virtually unscathed in terms of sales. How many other companies could handle such a situation so well? They also know how to properly support a game, via marketing and turn a release into a full blown event. The release of Halo 3, was guaranteed to be big but with the might of the Microsoft machine behind it it became a phenomenon. Compare that release to the one that Sony is currently orchestrating for Killzone 2, the most important PS3 release this year. No contest here really. We should be seeing Killzone 2 everywhere we look at the moment but we don't. With some of the Microsoft magic, this game would get the launch it deserves and needs to become a blockbuster.

There is also the issue of the way that Sony is perceived. Either fairly or unfairly they appear to have developed a reputation for being arrogant towards both developers and consumers. They may have abused their position of dominance during the PSOne and PS2 era by not being as accommodating towards developers as perhaps they could have been. Meanwhile Microsoft have gone out of their way to listen to and please developers by making the platform easy to develop on. As a result, the consensus seems to be that 360 is the preferred development platform. There are also charming public utterances such as, “for consumers to think to themselves 'I will work more hours to buy one'”. This comment from Ken Kutaragi regarding the high-price point of the PS3 at launch does little for the public perception of Sony. For this reason, Microsoft would play the main role in selling the console, while Sony would concentrate on building a console to match expectations. As a nice little added bonus for Microsoft they would save themselves a small fortune by retiring the money-hat they use to bribe developers to secure exclusive content over Sony.

Okay, time for a little reality check. I am aware, as I am sure you are too that none of what you have been reading is ever likely to happen. This article is merely intended as an exercise in thinking outside the box for two reasons. How can both companies provide more value to the consumer and genuinely compete with Nintendo for top spot, all in a very tough economic climate? Crazy as it sounds, I do believe that it could work, certainly it would be beneficial to the consumer. Among the many benefits would be piece of mind when choosing a console as there would be no need to worry about platform exclusive games and/or DLC. One question remains, what would they call such a machine?