Sony’s Perfect E3 Execution
At E3 2013, Sony delivered one of the most dominant console reveals in gaming history, capitalizing on Microsoft’s Xbox One missteps with a presentation that felt like a victory lap before the generation even started. The PS4 would outsell Xbox One more than 2-to-1, and the foundation was laid in this single press conference.
The Three Knockout Punches
Sony’s Jack Tretton delivered three announcements that brought the house down. First: “PlayStation 4 will be available for $399.” (Xbox One cost $499). The crowd erupted. Second: “PS4 won’t impose restrictions on used games.” (Xbox One tried to kill the used market). More roars. Third: “PS4 won’t require an internet connection to function.” (Xbox One’s always-online requirement). Standing ovation.
Each announcement was a direct counter to Xbox One’s unpopular policies announced weeks earlier. Sony had restructured their presentation specifically to twist the knife.
The Used Game Video
Sony published a 22-second video titled “Official PlayStation Used Game Instructional Video” showing PlayStation’s Shuhei Yoshida handing a PS4 game to colleague Adam Boyes, who says “Thanks.” The video went viral with 20+ million views, becoming gaming’s greatest troll moment and encapsulating why Sony won the generation before it began.
The Market Victory
The PS4 launched November 2013 and sold 117.2 million units lifetime versus Xbox One’s ~58 million. Sony’s messaging—“For the Players,” “Greatness Awaits”—focused purely on games while Xbox emphasized TV integration. Third-party developers prioritized PS4 development due to better hardware and larger install base.
The $100 price difference (Sony didn’t force-bundle a camera) particularly mattered. Many consumers bought PS4 + an extra game for the same price as just an Xbox One console.
Source: E3 2013 conference footage, PlayStation used game video, lifetime sales data