As many Star Wars fans know, shooting first is quite a big deal. Many believe that by releasing Xbox 360 a year before its competitors, Microsoft was able to thrust the brand from third place to second place, only behind Nintendo's massively successful Wii. PlayStation 2 also launched a year before the Gamecube and Xbox--outselling both of these consoles combined. One generation prior, PS1's year-long advantage had it outselling the late-coming N64 by more than a 3-to-1 margin. Given those numbers, it's no surprise that companies want to make sure they are not left behind in the console race. These transitions give every manufacturer a huge opportunity, as previous success does not guarantee future returns. The top execs at Sony are all very aware of this reality: it only took one console--PS3--for Sony's plummet from first place to last place. It only took one console--Wii--for Nintendo to nearly quadruple its footprint.

Sony's stock has plummeted over the past five years
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