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Why Are So Many PS3 Exclusives "Secret"?

"Sony has been trying out an interesting marketing strategy over the last couple of months, and so far it appears to be working. Amid a lack of high-quality exclusive titles for the PS3, Sony has been leaking whispers of "top secret" games to members of the press.

What's up with all of this secrecy, Sony? Surely if you have a big game in development there is no harm in telling us about it so we have something to look forward to."

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ps3informer.com

Alternative Sources:

Why is Sony Obsessed With &... - escapistmagazine.com | By: Nineball2112

clinker - contributor
Published: 308 days 17 hours ago | Article | PlayStation 3 | Industry News

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clinker - 308 days 18 hours ago

1 -

I think it is just a good way to build free marketing buzz without having to spend a dime on advertising.

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Fishy Fingers - 308 days 18 hours ago

1.1 -

Does secrecy build hype? For me personally, no. I get much more excited by something when I know what it consists of. A game in development with zero info available doesnt press my buttons. I get hyped once I see quality.

But I guess different strokes for different folks, but I dont think the idea behind keeping a project secret is to build hype.

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kevoncox - 308 days 17 hours ago

1.2 -

The problem with that is the lack of game sales. Thoses secrect games have cost the Ps3. Sony needs to spill the gospel because games are what sells the console.

MS can afford to hide their games because they are seen as the "cool" console to have by the majority of the buying public( males 13- 25)

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StayHigh - 308 days 17 hours ago

1.3 -

How many PS3 games we don't know about? I can only think about one in my mind! I mention like 15 exclusives games on the PS3 that is coming out for the PS3 this year. There is a lot of games that PS3 owner can look forward too..

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caladbolg777 - 308 days 17 hours ago

1.4 -

--MS can afford to hide their games because they are seen as the "cool" console to have by the majority of the buying public( males 13- 25)--

When in the knowledgeable minority, the 360 can often be seen as a "waste of money". I see what you did there!

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darkride66 - 308 days 17 hours ago

1.5 - @ kevincox. I don't see that it's hurting them.

MS was up front about their games coming out and they sold 13 million in their first 2 years. The PS3 has a great lineup, great lineup going forward and a few "secret" games and sold 17 million in 2 years. Obviously it hasn't hurt them in the sales department. Also, your stats are off. The average gamer is 35 years old and the average game buyers age is 40. These numbers are pretty easy to find if you want to do a google search to verify. There's some interesting studies out there.

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solidt12 - 308 days 17 hours ago

1.6 - Use Logic

Sony keeps games secret for several reasons but the most important one is out of fairness to all of there 1st and 2nd party studios. They want to build hype and market the few known title so that development studios game is successful before they let another game out the hat.

If we knew about all the games they have in development it would be just too much to handle and we might just skip a few good titles while waiting on another we know is coming. I am glad that we don't know about all of their Titles because I like to be surprised.

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boodybandit - 308 days 16 hours ago

1.7 - @1.5

I agree. Most of the people on my friends list are 30 to 45.

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The Killer - 308 days 16 hours ago

1.8 - Why Are So Many PS3 Exclusives "Secret"?

because then people will accuse sony for under performing and under delivering and they have too many delays and why promise about games that takes years to come!!

we all know this accuses right? rigggggggggggght?????????

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Saigon - 308 days 16 hours ago

1.9 - overall

i dont understand why they are making a big deal out of this...Sony has always done this...each generation Sony had the same strategy...Secret games are not a surprise...they did it last Gen and they did it the Gen before...so what makes this gen so different...

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majorsuave - 308 days 16 hours ago

1.10 - @ Darkride.

Yes the average player is 35, but that includes the 20 million MMOg subscribers that are older than 30.

Take PC gaming off these stats and I bet it dives to a low 20s mark.
Even lower if you take the Wii out I believe.

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1.11 Sergeant Osiris | 308 days 16 hours ago - User only got 1 bubble - Show

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kevoncox - 308 days 15 hours ago

1.12 -

To the guy that said MS sold 13 million in the first two years, that's not true. MS has sold on average 9 millions a year.

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Rock Bottom - 308 days 15 hours ago

1.13 -

Because most of them are far away from being released, and sony have been criticized for making people wait too long for their games before they're released. Yes, I'm looking at you killzone 2 and FFXIII.

And before Xbox fanboys start pointing out how PS3 owners keep waiting for games, I just like to remind everyone that Alan Wake was one of the first next gen games to be announced(even before Killzone 2), and still have no release date.

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thor - 308 days 15 hours ago

1.14 -

The real reason is that they have learnt not to show games too soon.

Projects get cancelled.

Games get delayed.

Games turn out mediocre.

If they wait until the games are nearing completion, they can tell whether they will be a dud or not, and there's a good chance they won't get delayed much further. Then they can start a focused marketing strategy, rather than building up hype for games 4 years before release and leaving gamers waiting and dissatisfied - or perhaps even annoyed that the game got cancelled.

The Getaway and Eight Days are examples of games which, had they never been shown, would never have been missed. Lots of similar projects get cancelled in favour of other ones (Home in those games' case).

This is of course, if there are even that many secret games at all. A lot of the secret games that have been shown in private might have been cancelled/endlessly delayed also.

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callahan09 - 308 days 15 hours ago

1.15 -

The reason they keep so many games secret is because they don't have to blow their wad all at once. They've already announced 10 to 15 huge exclusives for 2009 and maybe some in early 2010. That's a lot of games, more than 2 big games per season. They have room to keep tight-lipped on some things. You don't want everybody to get too excited for stuff that's coming after these first 10-15 games. You want them to keep their sights on a few titles, get them really excited for them, and then when their time has passed, you start showing the next wave. After each big release, you show another title in your line-up to keep the line-up big and fresh all the time. God of War 3 has probably been in development about a year and a half now, but we only saw real-time footage for the first time one month ago.

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Thugbot187 - 308 days 15 hours ago

1.16 - It's a good thing

It's the smart thing to do. It's not to get hyped but to keep you interested closer to when the game comes out. One of the problems Sony has been having is that they have been getting people hyped about titles that aren't coming out for years. Sorry but after waiting and waiting and no game people loose hype and just get ticked.

Great example Doom3 great game but hyped for so long when it came out people weren't as interested.

You can also see this happening with FF13 and KZ2, both great games I'm sure but they are loosing there shine because they have been hyped for so long with no game for us to play. It is only human nature to get annoyed and loose faith.

So you can see why keeping them secret is a good thing.

P.S. I'm not saying any of these games won't sale because I know they will; Will be pick them up myself just not as excited as I once was.

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Kaneda - 308 days 14 hours ago

1.17 - Competition

Sony is in the market competition with a company well known copied someone else ideas or products. So of course they have to be secrecy of their projects. Apple did it! Look what happened to M$! their Vista is a piece of SH@T!

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pixelsword - 308 days 9 hours ago

1.18 - "Amid a lack of high-quality exclusive titles for the PS3"?

What a loser.

That's one Sub-par site that's never getting my hits.

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rockleex - 308 days 6 hours ago

1.19 - They are "secret" because whenever...

Sony reveals a game 2+years ahead of time, they get backlash from impatient people who want everything NOW.

In those 2+years, hype also builds to the point where the game MUST be the second coming of Jesus Christ or it will be considered a flop.

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Saint Sony - 308 days 6 hours ago

1.20 - That is just Sony's new strategy. Secrets are easier to keep than promises.

Sony is trying to be clever.

Secretsssshhhh!

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The Lazy One - 308 days 4 hours ago

1.21 - they aren't secret...

They tell everyone they exist, and keep the details a secret.

That would be like me running up to you in a mall and saying "you see that hall? there is something really awesome in that hall, but you can't look in it," whereas if the hall were actually a secret, nobody would tell you anything about it.

Thus it's what sony's been doing since before launch trying to make their lineup look beefier than it actually is. People tend to think a lineup of 50 games in 3 years looks more promising than a lineup of 25 games in 1 year.

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SaiyanFury - 307 days 22 hours ago

1.22 -

Yeah secrecy build hype without advertising, it's a good approach. On a second note it precludes MS from buying publicity for trying to undermine certain games. Lord knows MS is trying to undermine Sony as a platform and this is shown in their practises. Maintaining secrecy from the public is a good way to avoid MS's progress to undermine Sony.

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barom - 307 days 22 hours ago

1.23 -

It's easy and I'm sure someone said it already (didn't bother to read all comments) but it's simply because there's no reason to announce it too early. Look at WarDevil, HAZE, Dark Sector, Dark Void, Too Human etc. If it's announced too early, the expectations just grows and the game will eventually never live up to it and/or just looses consumer interest.

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Cajun Chicken - 308 days 18 hours ago

2 -

Because the press spoil secrets and competition go out and make game mechanics based on the original idea before its even released.

Exactly why Playstation Lifestyle changed content.

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Sev1512 - 308 days 17 hours ago

2.1 -

Exactly, I was about to post the same comment, but you beat me to it.

You even give a nod to my site. Thanks.

I am glad that at least some people understand why we had to stop our leaks. We were hurting the company and developers we love and respect.
Not only that, but we wanted them to respect us as well. Integrity earns trust.

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solidt12 - 308 days 17 hours ago

2.2 -

Yep this is one of the big reasons.

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trancefreak - 308 days 17 hours ago

2.3 -

we know sev you changed for the better. :)

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ultimolu - 308 days 16 hours ago

2.4 -

I see nothing wrong with Sony keeping their games secret.

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Panipal2005 - 307 days 23 hours ago

2.5 -

Yeah Sev, we know the story, you were hurting devs and publishers so you thought it would be a good idea to hurt and lash out at your loyal fans.

And you still expect accolades for your changed approach in douchebaggery.

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PirateThom - 308 days 18 hours ago

3 -

Because the last time they revealed games early, they were accused of delaying them even though they weren't ready.

They learned their lesson that journalists are idiots, so are holding off on revealing them.

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Ghoul - 308 days 18 hours ago

3.1 -

well said

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gamerdude11 - 308 days 17 hours ago

3.2 -

Sony is tired of the delaystation comments.

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ultimolu - 308 days 15 hours ago

3.3 -

Oh yes, quite true my friend.

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Darkseider - 308 days 17 hours ago

4 - A few things

They are "Secret" because there is nothing more satisfying than playing the "one up" game every now and then with your competition. It also builds some hype and interest as well. Lastly, there is this from the article:

"Amid a lack of high-quality exclusive titles for the PS3..."

Huh?

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caladbolg777 - 308 days 17 hours ago

4.1 -

D-E-N-I-A-L.

Sounds like a jealous gamer who is steadily realizing that they may have made a mistake in console choices. It can be equated to going in to convulsions, desperately gasping and reach out, while being suffocated with a pillow.

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GlibGamer - 308 days 10 hours ago

4.2 -

The only reason the author of the article is suffocating on the pillow is because he's biting it.

Pillowbiting fanboys... :D

But yeah, I saw that comment and a flag went up. It's amazing how fast people can toss their objectivity out the window with a few careless (untrue) words.

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Ashton - 308 days 17 hours ago

5 - well people told them not to announce the games 2 years in advance and..

the new gaming division president took that recommendation.

now we are telling them why don't they announce the games in advance?

make up your mind people.

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locos85 - 308 days 12 hours ago

5.1 -

True, I remember reading all those post of people upset that they had to wait for some of Sony's announced games.

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rockleex - 308 days 3 hours ago

5.2 - It doesn't matter what Sony does.

Look at all those people who told Sony to take out Backwards Compatibility in order to lower the price of the PS3.

Now they are complaining that they don't want to buy a PS3 that doesn't have BC.

Heck, people are even telling Sony to take out the PS3's ability to play Bluray! -_-"

Sony will always be wrong no matter what it does, even when it grants your wishes.

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darkride66 - 308 days 17 hours ago

6 - Can't get excited about something you know nothing about.

But at the same time both Sony and MS seem to be going the secret route. The difference is Sony is hinting at games in development and teasing us with bits here and there on top of already announced games while MS is completely hiding their whole 2009 lineup and not talking about it at all. Sneaky!

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siyrobbo - 308 days 17 hours ago

6.1 -

i agree, sony is playing there cards close, and ms seems to have buried theres somewhere and forgotten about them

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xXDevil-HunterXx - 308 days 17 hours ago

7 - Hehh

Its true, hype sells. But thats just people who either bought the game at launch or something because once they spread the word on how bad a a game is, they stop buying the game, unless of course youre confident youll like the damn game

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DeZimatoR - 308 days 17 hours ago

8 - "Amid a lack of high-quality exclusive titles for the PS3"

Eh?

I think they are confusing the PS3 with a certain other console...

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Kyur4ThePain - 308 days 17 hours ago

9 -

Because if they give too much information too early, you btch that you have to wait too long or, worse yet, make up stories about the games being delayed.

You brought this on yourself, now live with it.

EDIT:
I see Pirate already beat me to it :)

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xXDevil-HunterXx - 308 days 17 hours ago

10 - OOOOORRRR

ORRRRRRRRRRR unless they read the review before launch date...

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MegaMohsi - 308 days 17 hours ago

11 - What secrets?

I think Sony has been very forthcoming about their exclusives, the games that are "secret" are probably so early in development that stating anything about it would be misleading.

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xXDevil-HunterXx - 308 days 17 hours ago

11.1 -

Hell yess, thats another reason... totally with you on this one

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12 Blademask | 308 days 17 hours ago - User only got 1 bubble - Show

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JEDI WOLVERINE - 308 days 17 hours ago

13 - I personnally think its not a good idea.

How many people on these threads rave on about the new 'Team ICO' game or that unrivalled game the 'BBC' man saw?

With nothing to go on i believe people are setting themselves up for dissapointment.

Resident Evil5 done it well - an announcement, a trickle of screenshots - a trailer......just to wet the appetite and for people to get a heads up on whats coming without overdoing it.

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karlostomy - 308 days 18 hours ago

1 - Why?

Hype sells more skus than telling the truth!

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harry190 - 308 days 17 hours ago

2 - I've been asking myself this

question too. If they were not secret, it would not change THAT much, at least people would know what's coming. It's not as if a secret game is a secret weapon.

The Open Zone is dying. I don't know why the Gamer Zone is so popular since last month. ***** you Gamer Zone.

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borgome - 308 days 17 hours ago

3 -

It's a security protocol that Sony must follow called "High Flop Alert".

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MegaMohsi - 308 days 17 hours ago

3.1 -

Oh you mean the flops MGS4, LBP getting numerous GOTY awards?

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xXDevil-HunterXx - 308 days 17 hours ago

3.2 -

OUCH!!!!

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maverick1191 - 308 days 17 hours ago

4 - haha

megamohsi just owned borgome good luck with DLC next year lmao hows the gears 2 waiting online?

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xXDevil-HunterXx - 308 days 17 hours ago

4.1 -

HAHAHAHA!!

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TheMART at Xboxkings - 308 days 16 hours ago

5 -

If Sony says 'Secret' its actually Vaporware.

Be aware!

But for real, Sony got kicked in the butt so often announcing stuff to early, then get several delays and they look stupid because of it.

Check the E3 2005, they announced the PS3 in 3 colours worldwide. Only Japan has seen more then the boring black. They showed games like GT5, Killzone 2, MGS4 early and they were told to release within a specific time frame. They all got delayed for years and years. Before people are shouting 'Alan Wake', well thats not YET an important main IP like GT, Killzone or MGS. IP's like Gears, Halo, Forza get announced when they know they about reach the target release.

EDIT

@ heyheyhey (below)

Dude, you know sarcasm, right? You know what I meant I bet. I even said that Home would probably release out of beta on the PS4 in 2012.

Well that's not that strange is it? Because what have they exactly released right now under pressure of the total market that was laughing Sony straight in their face?

First their promissed timeframe:

At the beginning of 2007 revealed, said to be in the works even on the PS2, so for some time already (years). Said to be out in beta fall 2007. Fall 2007: Sony says maybe later this year. Nothing. The beginning of 2008: maybe spring. Not. Fall 2008. Nothing. Winter 2008 finally something. They overpromissed and underdelivered, but under pressure they release an empty Home.

An empty Home. Nothing to do really. A mall without much to shop. A theatre without much to see besides some boring same commercials, the game building is all right with some bowling, the worst pool game in times and some arcade machines, chess is funny in the mall (USA version) or at the square (Europe version).

I think my comment still stands. Home won't really release untill the PS4. Now its an empty nothing. Its like releasing GT5p. A demo. Trying to keep the public quiet, because they know Sony promissed much more, much sooner.

SONY = OVERPROMISSING & UNDERDELIVERING.

Always.

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MegaMohsi - 308 days 16 hours ago

5.1 -

Exactly! There's no point in announcing something so early only to have it 3 years later when people may have gotten tired of waiting.

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heyheyhey - 308 days 16 hours ago

5.2 -

yes MART... you also claimed Home is vaporware and would release on the PS4

what happened to that buddy?

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MGOelite - 308 days 16 hours ago

5.3 -

what about halo 2?? that was surposed to be a launch title for the 360 at first, didnt see it till 18 months after 360s launch

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TheMART at Xboxkings - 308 days 16 hours ago

5.4 -

MGOelite:

Halo 2 a PS3 launch title? Strange, I bet I played Halo 2 on my XBOX 1 a really long time ago already...

About Halo 3, give me a link where Microsoft promissed it to be a launch title.

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MegaMohsi - 308 days 15 hours ago

5.5 -

Splintercell Conviction can be added to your list, Sony delivers, it maybe late but they deliver. Home is a work in progress but at least it's here, MGS4 and LBP were everything that Sony promised. Killzone 2 looks fantastic and should be another promise Sony delivers on, etc etc. Sony has stumbled a lot in this gen but they are getting their act together

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thor - 308 days 15 hours ago

5.6 -

"SONY = OVERPROMISSING & UNDERDELIVERING.

Always. "

Let me fix that for you -

"SONY & to an extent MICROSOFT = OVERPROMISING & UNDERDELIVERING.
Sometimes. "

The "underdelivering" argument holds well for Home. I suggest you use a more intelligent argument, such as "Home doesn't DO features, but that's not what it's about. No - it's about social networking, and in that regard, Home completely fails. No voice chat in public spaces? WTF is up with that? The servers couldn't handle the load, and it's not like that many people were using voice chat anyway! Not to mention the countless other problems."

But most of the time, it's just that games have been held back due to development issues. It's not just the PS3, it's the nature of current generation development that GT5 and FFXIII are taking such a long time. KZ2 also. But I don't think they are going to underdeliver when they actually arive.

You are right that MS has played this better up until now, and if these exclusives DO exist, Sony has learnt and played it well. But I expect MS to do the same thing; a new Forza will be announced this year, to release this year. Can't say the same about GT5.

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Rs - 308 days 2 hours ago

5.7 -

Alan Wait, yea the game is so lame with all the half-ass footage I saw, everything can be done easily on any other games out there. Yet whats with the time taking to develop that crap when it couldn't even compete with Banjo. That piece of junk really ain't important! And, most disappointing when M$ over-promised and under-delivered with fable1.5 and gears1.5. Argh, heck I wasted my 16hrs playing sh!t that I shouldn't even bought in the first place.

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6 Sir_Ken_Kutaragi | 308 days 16 hours ago - comment has been reported as SPAM -

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sak500 - 308 days 15 hours ago

7 -

Ok i spill the beans. In the pipeline, 1 game which was only shown to the bbc reporter, 1 team ico project, 2nd unannouced team ico project, sequel to the unannounced team ico project, afrika 2, Ken's secret game, kaz's secret game, FFXXXIIIII hmmm did i miss anything? yes the SDF developed recruitment game... Big enough to last the ps3 till 2020.. Long live the 256mb gpu ram.

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thor - 308 days 15 hours ago

7.1 -

There are probably only about 3 secret titles in the works, and only 1 will be released this year.

I think the BBC reporter's game is BS and I don't think Darren Waters wants to get involved in the sticky mess that is fanboyism whenever you mention a new game. But Team ICO definitely have a game in the works, and there are a couple of other Sony 1st party studios we've not seen anything from this gen. But there's bound to be at least 1 title released this year that hasn't been announced yet.

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MegaMohsi - 308 days 15 hours ago

7.2 -

the same "256mb gpu ram" that will have Killzone 2 and embarrass anything currently on the 360 and it's "superior" ram

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WEL - 308 days 15 hours ago

8 - Why Are So Many PS3 Exclusives "Secret"?

Maybe cuz they don't want us to get all exited for nothing? Most of this secret games are rumors anyway, nothing confirmed...

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9 Chrissy | 308 days 14 hours ago - User only got 1 bubble - Show

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Shane Kim - 308 days 8 hours ago

9.1 -

Yet Sony has 10 times more exclusive games than MS has in 09, and those games are not secrets. Imagine when all the "secret" games are announced.

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11 PS3thedestroyer | 308 days 12 hours ago - deleted by mod -

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LastDaysOfHumanity - 308 days 11 hours ago

11.1 - :O

Your use of Caps lock can give somebody a heart attack...

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LilMissGoddess - 308 days 8 hours ago

12 -

they are probably keeping them secret because they are losing sales with the all the "promising" that they have done in the past(home)...people get tired of the promises that its gonna have this that n the other, hell...so what if people i gotta pay to game, at least i can have my cross communication(voice)...i dont mind paying if i know i am getting good on it, its a choice that many people have made actually...

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yz250 - 308 days 8 hours ago

12.1 - ^^^

im gettin on xbox in a few

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yz250 - 308 days 8 hours ago

13 - the mart is right...as usual

sony has over promised and under delivered with the ps3. let me say this in defense to the mart...atleast he owns both consoles, so to me he has the right to bash sony and its ps3, since he OWNS one!! bet most of you ps3 heads on here have never owned an xbox.

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Shane Kim - 308 days 8 hours ago

13.1 -

I actually think that more PS3 users own a xbox 360 than the other way around.

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Rs - 308 days ago

13.2 - Hey Look....

TheMart should be happy that he got himself a dog.

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