Now that we know more about the PS5, it goes without saying that it is actually a remarkably designed machine. It doesn't have the graphics rendering snarl that the X Series has, but the work done on the custom SSD, especially, is remarkable and can have far-reaching implications for game design if it is leveraged properly. Seems to be the PS5 right now, Sony seems to have done its best to make it look just the opposite. The PS5, in every way, seems to be an exciting machine, and yet Sony's messages about it have been absolutely horrible, terrible, creating a lot of doubt and confusion, all of which have come together to create a pretty bad first impression. And if there is a company that should understand the value of first impressions, it should be Sony. Now, before I go any further, let me be clear: I think Sony's handling of the PS5 reveal so far has been terrible. I don't think the PS5 itself is bad (as I have said several times, it seems to be an exciting machine). I don't think the PS5 is doomed to malfunction either; it's too early to know anyway. But if Sony doesn't regain slack on the marketing and messaging front soon, then it will face a much more troublesome console cycle with the PS5 than the PS4.The biggest problem has been the strange way in which Sony has communicated information about the upcoming console. Unlike Microsoft's sharp, clear, and concise messages about what the Xbox Series X is, what it can do, and how powerful it is, Sony seems to be searching blindly in a dark room, blindfolded. Microsoft, likely haunted by the specter of 2013, when the Xbox One was associated with a stigma it never got rid of, thanks to negative first impressions, has done its best to make sure there is no room for uncertainty and doubt. . They tell everything about the console as it is, clearly, in advance, with no frills or marketing words. And when there are doubts or uncertainties, such as when the fans realized that Xbox had technically not promised backward compatibility for the X Series, they answer the questions right away (and always with the best possible answer). Series X information we have received since its introduction last December. Since then, we have been receiving information about its services, capabilities, games, driver, and specifications. This has created a slow build of hype and anticipation, while Microsoft has deftly controlled the message to create the illusion that they will release the ultimate console. Sony's approach to its release of the PS5, by contrast, is positively amateurish. After a couple of articles detailing some of his technical aspirations for the PS5 in Wired Magazine last year, Sony was silent on the console. I mean, they've had a bit of a communication problem with their fans in general (namely: cancel PSX, withdraw from E3, etc.), but it was especially aggravated by the PS5, because even when Sony spoke, they refused to acknowledge the next console at all. And all this time, Microsoft kept releasing information about the X Series, more and more revelations that made it look great. The uncertainties surrounding PlayStation, thanks to the departure of some high-ranking corporate executives in recent years, as well as the broader uncertainty globally thanks to the coronavirus, have only served to exacerbate those fears.After making their fans wait as long as they did, in the circumstances that they did, Sony's first official look at the PS5 should have been a home run. It wasn't.To be very clear: Mark Cerny is very talented and a talented speaker. The PS5 deep dive talk that Sony aired, originally intended as a GDC panel (the GDC itself was canceled earlier this year, also due to the coronavirus pandemic) was fine for what it was. The problem was that the surrounding context means it wasn't what it was, it was more. Remember: This was the first time Sony had communicated on the PS5. Fans from all over the world were waiting for this. The mainstream media will report on this. The PS5 needed to look impressive. And that… right? Again, this is less about machine specs (which are great) and more about presentation. A deep, dry, technology-focused dive that doesn't have a clue of the kind of information people would want: what the console looks like, what the controller looks like, what the services will look like on it, what the operating system looks like, or a look at the games he plays, none of that was present in this talk. The closest recognition of a public interest feature we got in this talk was the backward compatibility segment … which was also the worst-handled part of the entire program, allowing a narrative that the PS5 is compatible with less than 100 games. PS4 at launch to take control, and major sites like Yahoo to report it. And in all that time, Sony didn't say anything, it took them 48 hours to issue a clarification (in contrast, it took less than 2 hours for Microsoft to clarify the backward compatibility functionality of the X Series) .The GDC talk would have been excellent if it had taken place after a more consumer-centric disclosure. Perhaps a short video showing the console and some games (similar to the NX reveal in 2016); At that time, deep technical immersion would be giving us more information about an exciting and tangible console that we were already aware of, instead of saying words and jargon in the air, with nothing for us to actually apply any of that. Deep dive was Sony's first official communication on the PS5 (unless for some reason you count the logo's announcement as an official communication) it was a serious misstep.The worst part of all this is that, on paper, if you just looked at the specs, the PS5 looks inferior to the competition. The Xbox Series X seems to be the best on all levels except the SSD. And the PS5's SSD is really special! It could have benefits and advantages that could nullify the advantage that Xbox Series X seems to have over the PS5 on paper, except that it is something that it has to show. When you try to promote a unique value for your product that can't be translated to the conventional messenger, it shows, don't tell it. Mark Cerny gave me an excruciating 25-minute lecture on the nuances of solid state drives (which, for the record, have been common for over half a decade), and then received a spec sheet showing that the X Series is Superior to all conventional ways, it does not instill confidence in the PS5 as a product. Those who are informed (or fanboys desperate not to give way to competition) will, of course, take a closer look at things and understand the nuances, but most people in the world will not. For them, the initial word they hear stays with them. That is why so many people still believe that the Xbox One will not allow you to play games offline, or why the Wii U was mistaken as an accessory to the Wii throughout its life. First impressions are important, and for the PS5, first impressions seem to be a console that is less powerful than the competition, and has nothing to show, and can't even promise backward compatibility, even when the competition turns it into a point of sale. It almost feels like a less extreme reversal from 2013. Those people are the people who comprise the bulk of the ~ 200 million console buys each generation. And most of them don't get a good impression of the PS5 right now. Sony may change that in the coming weeks and months, we haven't seen the console or controller yet, and if they do, the next generation promises to be the most similar we've seen in a long time. But in the here and now, they have completely dropped the ball in their messages surrounding PS5.Note: The opinions expressed in this article are those of the author and do not necessarily represent the opinions of TecNoticias as an organization, and should not be attributed to them. .