Sony Can't Fully Explain Selling 10 Million PS4 Units So Quickly, Shuhei Yoshida Says In Interview

By Matthew Buzzi , Updated Aug 19, 2014 02:32 PM EDT

Sony announced at Gamescom that more than 10 million PlayStation 4 units have been sold through to consumers, but the executives seem unsure why or how exactly it's happening.

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In an interview with Eurogamer, Sony's Shuhei Yoshida explained the situation (which exceeded the company's expectations) as best he could.

"The 10m sell through in the first nine months is well beyond what we had hoped for. As you know, we have struggled to keep up with demand of PS4 for so many months. It was hard to find and purchase PS4. Now we are able to supply units so in every territory I believe you can find PS4. So we just managed to catch up with demand.

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"It's just beyond our imagination. We are so happy. But I for one am a bit nervous because we do not completely understand what's happening. You need to understand why your products are selling well so you can plan for the future, right? It defied the conventional thinking.

"Lots of people thought the dedicated game hardware might not be needed going forward, but still lots of people are very excited. When you see the new games coming out and being announced this E3 and Gamescom, I think there's a good enough reason for a gamer to believe this is something worth investing in."

The company is, of course, perfectly happy with the sales, but Yoshida and the rest are uncertain why the console has sold so well--and at such speed. He goes on to say he's been asking writers who ask why it's selling so quickly the same question, in the hope that they can shed more light on the situation.

Most aren't in a position to do anything other than speculate based on the information we have, but Yoshida is also asking marketing teams to figure out where these consumers have come from. Many people who never owned a PS3--and those who never had any last generation console--are suddenly interested in owning a PS4, and it may be a sign there is more room for growth than anyone anticipated. Head over to Eurogamer for the full interview, as there are plenty of other interesting quotes from Yoshida on a number of PS4-related topics.

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