Gosh, we've been hearing that a lot lately. The latest executive to coin the phrase is Sony UK VP Fergal Gara, who's convinced that the PS4 "can and will evolve" over the coming years - and that Sony will work tirelessly to ensure that their console remains dominant after "coming out of the blocks in a strong position."
Indeed, apparently the PS4 will hit its stride in its second and third year.
“This format war, if you want to call it that, is a marathon, not a sprint," Gara told Eurogamer when confronted with Xbox 360 vs PS3 UK sales statistics, which favour Microsoft's machine. "We’re coming out of the blocks in a strong position, but we’re conscious that is no-where close to job done, and we have to continually improve the proposition, proving what PS4 represents.
“We’ve got a bit of history of doing that," Gara continued, suggesting that releasing the PS3 armed them with plenty of experience at fighting a brutal uphill battle, which they'll now continue despite the playing field shifting in their favour. "To have a 16 month disadvantage and actually get any market share in the current generation, which is a very connected generation where friends get friends, took a lot of hard graft. Winning Europe and winning Japan despite that big disadvantage… globally we might even be ahead. They’re both big numbers with different regional polarisations, but you’re right, we are behind in the UK and that is not acceptable.
“You’ve got to start good and keep on your toes. PS4 is a platform that can and will evolve. It will be great on day one but it will be far better in year two and year three as expectations rise and ideas are generated and these new tools are executed. That’s the way to win. And obviously the gameplay and the core experiences are hugely pivotal to that. They are going to start really strong, but they have to continue to grow and continue to improve.”
The PS4 releases on November 29th in the UK. Who's excited? [via VG247]