In Super Street Fighter 4: Arcade Edition for the PS3 and Xbox 360, just like previous versions, you can fight Gouken in arcade mode if you meet certain criteria.
In order to fight Gouken in arcade mode, meet the following criteria: Don’t lose any rounds, get at least one Perfect Victory, ten First Attacks, and get five Super or Ultra Combo finishes.
Once you beat Seth with these requirements met, Gouken will come out to challenge you.