Sony's Jon Koller, vice president of marketing
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Sony’s Jon Koller on making the PS4 launch a ‘cultural touchstone’ (interview)

  • Posted byby Dean Takahashi
  • Updated
  • 7 min

With the PlayStation 4, Sony has to capture its lost glory. In the days of the original PlayStation and PlayStation 2, the Japanese company ruled. But with the PS3, Sony made some arrogant and costly mistakes, starting with an opening price of $600.

Sony starts selling the PS 4 at the Standard
Sony starts selling the PS4 at the Standard

With the $400 PS4, the company is avoiding those mistakes and starting over at its roots, cementing a solid relationship with the gamers who will make or break the system as it competes against Microsoft’s upcoming Xbox One launch on Nov. 22.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.