Rohde: 3D is a strategy not a requirement

SCE's Worldwide Studios VP Scott Rohde has said he is not concerned about the high entry price of a 3D set up, because for Sony, 3D is a strategy, not a requirement. Speaking in an interview with Industry Gamers, Rhode said Sony don't expect people to adopt 3DTV straight away and think of it more like something people will adopt over time. "The best thing I can relate this to is the Blu-ray launch. I think this is like a rewind for me, a lot of the same questions, where people were saying, "I've got a huge DVD collection; why would I upgrade to a new type of media," said Rohde. "Someone has to push it out there to show it's a superior technology and to show that it can achieve widespread adoption over time." Rohde points to the fact Sony like to innovate and give consumers more value for their money, leaving the choice of whether to upgrade or not to them. "It goes back to the promise that [SCEA CEO] Jack [Tretton] made a few years ago about a future proof box, and the fact that 3D TVs are taking hold globally, not just from Sony, but from other manufacturers, and here we are sitting here basically saying, 'I told you so', "So, it's a distinct strategy that we've chosen to take to be on the bleeding edge and drive the market into these new experiences. So we're not worried about quick adoption rate. We're driving people to adopt period." 3D is an expensive way to enjoy your gaming at the moment, with TV's ranging from £2,000 - £4,000. The price obviously won't stop early adopters, but for others there may be some waiting to do before they become part of the 3D revolution.

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