How The PlayStation 4 Controller Leak Is Great For Sony

The naysayers might assume that this week’s PS4 controller leak, in which images surfaced of a late prototype of the revised DualShock 4 alongside a development kit, might be bad news for Sony. The platform holder is set to reveal the console properly next week, so surely these early shots have spoiled that party? Right? Sony are running around with their hands in the air screaming?

Nonsense.

There’s a saying that any press is good press, and whilst we like to live within our little gaming industry bubbles from day to day, it’s worth remembering that even the biggest gaming sites in the world can’t hold a candle – traffic wise – to sites that aren’t as specialised in their coverage. And news of the leak Sony’s PS4 controller has, over the last few days, spread well beyond the likes of what we think are the “big” industry sites.

I’d imagine that when Destructoid first leaked the initial shot, somebody high up at Sony skipped a heartbeat – but the reaction from fans was (and will always be) priceless: any initial concerns from gamers can be addressed, at least in passing, on Wednesday. And yes, whilst (I assume) the leak broke a few NDAs the end result, especially after the second shot emerged, was hugely positive.

But more importantly, news has spread far outside the likes of Destructoid and the gaming copy/paste mentality. Whilst it took some sites a little longer to join the party, I can’t think of a single gaming website that has run the story: gamers know that the PS4 is coming, even if they didn’t do before. They also know that the controller will offer something new: a touch pad, built-in Move, and that’s wildfire spreading press that no amount of money can buy.

And whilst IGN, easily the biggest gaming website out there in terms of traffic, dwarves most other outlets, here’s some perspective: Alexa ranks IGN as the 352nd biggest website on the planet – that’s impressive, but the Daily Mail’s UK site is ranked 126. Think about that, and how many people read the Daily Mail compared to IGN’s entire network of sites. And then consider that the Daily Mail ran a story about the controller.

“Pictures allegedly showing the new PS4 controller reveal the device will incorporate a touchscreen built into the middle of the familiar DualShock layout,” said the paper. “Excitement over the next-generation console is building after Sony sent out invitations to an event on ‘the future of the PlayStation’ to be held next week.”

So that’s every Daily Mail (online) reader aware that there’s a PS4 coming, and that there’s a big event next week. And this is in the face of a Microsoft executive that thought nobody would know about the upcoming reveal. Funny how things turn around sometimes, isn’t it? And it doesn’t stop there on the Mail. “Video gamers have been horrified by rumours that the Microsoft machine will only work with the Kinect sensor plugged in and that it will only run games registered to the machine – potentially blocking not only second-hand games but also games borrowed from friends.”

This is massive: huge plus points for Sony, equally negative for Microsoft. And the event hasn’t even happened yet.

Fox News also weighed in (Alexa rank 153) with a similar focus. “It is thought Sony will announce the new console – rumored to be titled PlayStation 4 or Orbis – at a press conference in New York next Wednesday. Other whispers have claimed the new device will feature ultra-HD , and eight computer chips in its electronic brain to give it TEN times the processing power of the PS3.”

Yeah. I mean, things like “chips” and “electronic brains” and a capitalised “TEN” aren’t aimed at core gamers, but that’s the point – Sony’s getting a massive amount of free press here, and it’s wholly positive from where I’m standing – that they probably wouldn’t have without that leak to ensure that everybody feels the need to cover the photograph.

There are plenty of other non-gaming sites reporting this too. Plenty. It’s perhaps a cynic that might suggest the whole thing was staged (“let’s pick a site that normally gets away with reporting on the edge a little”) but I’m sure that’s not the case. A developer with a trigger happy camera button likely got a little carried away and chanced his luck – he’s unlikely to get into too much trouble and the outcome has been great for Sony.

Hopefully next Wednesday can live up to the huge expectations we’ve all got now for the PlayStation 4. The console itself hasn’t been leaked yet (and Sony are no doubt thanking their stars that the dev kits are still a PC-like silver box) and we’ve still not got any confirmation of any games that Sony will be showing off so there’s still loads to look forward to.

The Future Of PlayStation is just 4 days away, but everyone’s already talking about it. Funny that.