Microsoft might have bagged a big PS3 exclusive at E3 with Final Fantasy XIII. But, Sony Computer Entertainment honcho Kaz Hirai really does not want any Xbox 360 exclusives. Like at all. Even abstractly! In an E3 interview with Swedenish daily Aftonbladet, Hirai reportedly says he'd take a bullet to the head over taking an Xbox 360 exclusive. Harsh! In the past few days, Microsoft and Sony have been trading barbs like crazy. It's like 2006 all over again. Anyway, here's the exchange, kindly translated by Kotakuite Mordochai:

Sony Computer Entertainment honcho Kaz Hirai is confused. Just look at his Giant Kaz Face, see how tranquilly baffled it is? That's some serious confusion. When Xbox bossman Don Mattrick said Microsoft would sell more consoles than the PS3 this generation, Hirai wasn't quite sure what that meant. How long does Microsoft think the generation is? Is the Xbox 360 going to be around for ten years like Sony claims the PS3 is? Questions, questions, questions. Here's Kaz's take:

Kaz Wants Lifetime PS3 Sales To Beat Lifetime PS2 Sales

While the PS3 is outselling the PS2 on a monthly basis, it's still well over 100 million units shy of its older brother in the lifetime sales department. But don't let that stop Sony from dreaming about the future! Kaz Hirai is hoping for a day when, all things going according to plan, the PS3 sells more consoles than the PS2 did. FYI, the PS2's sold around 150 million. "It's not fun for me replicating the PS2 numbers. I've seen that movie already," the SCE boss said. "I want to try to see if we can exceed the PS2 numbers after nine years, otherwise why are we in this business?". Because you like the free pens and fancy party foods?

Sony sets 150m sales target for PS3 [FT]

Speaking with a group of game writers earlier this week SCEA head Jack Tretton talked briefly about how Sony Computer Entertainment has benefited under the shift from Ken Kutaragi to Kaz Hirai.

Specifically, he talked about the promise that Sony's regions would be a bit more antonymous under Hirai.

"There is no question that Kutaragi-san ruled with an iron fist, but it was his vision," Tretton said. "In terms of how we went to market in region, that was anonymous."

Kaz Hirai and the boys at Sony are all about profitability. They don't just throw these slides together for kicks; they mean it. As part of the company's accelerated "cost down efforts," the PlayStation 3 will be getting smaller, cooler, cheaper, more efficient and generally awesomer RSX graphics chips starting this fall. We're talking 65nm manufacturing processes, people. The good stuff.

Kaz noted in his corporate strategy speech earlier today that the Cell processor has been manufactured with 65nm process technology as of "last holiday." Both were originally manufacture at 90nm, which was charming at first, but now seems rather vulgar. We're updating our console power consumption charts in anticipation of the new RSX's release.

Hirai: "True Generation" PS3 Titles To Come

PlayStation business head Kaz Hirai admitted to having a "difficult time" with PlayStation 3's launch, due in part to Sony's initially framing it as a broad media system as opposed to a video game console.

"However, by refocusing the positioning of PS3 first and foremost as a gaming platform, we were able to bring an attractive title lineup and achieve a sufficient number of PS3 sales as expected in the fiscal year 2007 holiday season," Hirai said.

Now that developers are no longer "confused," Hirai said, the console can begin to realize its potential. "As PlayStation 3 approaches the second anniversary of its release, the release of PS3 software titles with the true generation quality only available on PS3 is accelerating," he said, citing Metal Gear Solid 4 as one such title.

Metal Gear Solid 4 Ships Out 3 Million

During Sony's corporate strategy meeting, at which the company announced Life with PlayStation and showed off its video download service for the first time, PlayStation bossman Kaz Hirai provided some new numbers. Most relevant to this post's interests are the shipment figures for Metal Gear Solid 4, which has been deployed to worldwide retailers three million times over. Not bad for a couple weeks work.

Yes, hairsplitters, that's shipped to retailers, not sold through to customers. Still, we're fairly certain Hideo Kojima can flaunt that number to friends and probably secure a line of credit at his favorite silk shirt retailer because they know he's good for it.

Sony Corporate Strategy Meeting [Famitsu via IGN]

Poor Kaz Had No Idea Phil Was Going To Atari

Seeing as the pair were running the show as far as the PlayStation brand was concerned, you'd think Kaz Hirai and Phil Harrison would have at least discussed Phil's move to Infogrames, yes? No. Turns out big Phil's move was as much a surprise to Kaz as it was the rest of us:

At the time, I didn’t know he was going to Atari. It was obviously a surprise when he told me he was going to move on. But, you know, it’s a small industry and he’s obviously remained in it and from his perspective, it was a great thing to move on to a new challenge.

Oh...oh Kaz. There, there. You're still beautiful, OK? It was him, not you. Him.

Kaz Hirai interview…[Three Speech]

Oh, Giant Kaz Face, how we've missed you. But you're back! Back to talk about PS3 things. In an pr stunt interview with Sony Three Speech blog, Kaz reminds us all how it was his idea to bring the focus back to the PS3 as a game console — and not a super computer or whatever. There's some good stuff in there, like Giant Kaz Face talking about digital distribution and how exclusives work in this generation. About that, Giant Kaz Face says:

But generally speaking, because of the investments that publishers need to make in this round of hardware, it’s going to be more difficult for publishers to make that decision. Where we come into the picture is to have that dialogue with the third-party publishers, to say: “OK, what can we do together if it’s not exclusive that makes the PS3 version of the game more compelling for the consumers than any other version?” Let’s face it – all the games are coming out on a Blu-ray disk which has 50Gb capacity, so let’s put in some making-of content, or maybe additional levels. Also, it really becomes important for the first-party studios to really come up with some envelope-pushing, genre-defining content.

Interesting to see how the playing field has changed this generation.

Kaz Hirai Interview [Three Speech]

Third Parties Were So "Confused" By PS3

Sony So Aren't Competing With Microsoft Or Nintendo

I think that PS3, PS2 and PSP are all entertainment platforms so I feel that our competition is not Microsoft or Nintendo, but basically any form of entertainment that is competing for the consumers' attention.

Kaz Hirai: PS3 Will Win The Race, It Just Might Take A Decade

PlayStation boss man Kaz Hirai has been a chatty fellow this week, talking about the PlayStation 3's bumpy start and its association with Grand Theft Auto IV. He also sat down with the BBC, giving his totally unbiased opinion about where the PS3 will rank against its peers. The news? Good! Well, maybe. We'll have to check back next decade, as Kaz says "The true test of the console, in terms of the install base race, is really when you look back at the end of the life cycle."

Kaz adds that he's "very confident" that at the end of the PS3 decade "we will have the install base that we're looking for and that is to be obviously in the leadership position." By then, we should be crystal clear on how things shook out. But as for the PlayStation 4? It's hazy.

Kaz Says GTA Fans "Come Home" To PS3

More Kaz! Can you handle it? While hanging out at the SCEE event yesterday, Sony's Kaz Hirai spoke on the importance of GTA IV to the PS3, and whether or not he felt the game had been a factor in driving hardware sales. He didn't take the bait entirely, but couldn't resist having a nibble, telling VG247 that when it comes to Grand Theft Auto, a lot of people call the PlayStation home:

I think Grand Theft Auto, the franchise, has always been associated with the PlayStation platform first and foremost, and so I think consumers are coming back again.

They had previous versions of Grand Theft Auto on previous [PlayStation] platforms, so it's always good to come home to PlayStation 3 as well, I think.

We understand that we are asking PS3 and prospective PS3 users to wait a bit longer, but we have come to the conclusion that we need more time to refine the service to ensure a more focused gaming entertainment experience than what it is today. Our overarching objective is to provide users with new gaming experiences that are available only on PLAYSTATION Home. Spending more time on the development and on the Closed Beta testing reaffirms our commitment to bringing a quality service, maintaining the PlayStation tradition.

PS3 Profitable By August? Who Knows!

Kaz Hirai Makes Sony Online Entertainment His Bitch

Sony is beefing up its PlayStation business, announcing that Sony Online Entertainment, developer and publisher of EverQuest, The Agency, Star Wars Galaxies and much, much more will now report to big boss Kaz Hirai. He's the president and group CEO of Sony Computer Entertainment International, Ken Kutaragi's replacement. You know that.

While SOE has done its share of PlayStation 2, PlayStation 3 and PSP development in the past, we would expect that the alignment with SCEI will mean additional focus on PlayStation output. Potentially good news for the PS3's first-party line up and the PlayStation Network.

The official word is that SOE will continue to develop for the PS3 and PC and that president John Smedley will be one rung under Hirai on the corporate ladder. All that officialness is in the following press release on the matter.

Phil Harrison, President of Sony Computer Entertainment Worldwide Studios (SCE WWS) will resign on February 29th. Harrison has been with Sony since 1992, when he joined Sony Electronics Publishing. That Sony branch later evolved into Sony Computer Entertainment Europe. Says Harrison:

The past 15 years at Sony Computer Entertainment has been the defining journey of my life so far. I am grateful to all the PlayStation family for their incredible support, guidance and friendship. It has been a privilege to serve as part of the team and be inspired by them on a daily basis. I am so proud of everything PlayStation has achieved and will continue to support its future in every way I can.

Power Struggle at Sony Computer Entertainment?