Sony has pledged support for the second-hand games market in its E3 press conference today.
At its E3 press conference the firm took a clear, deliberate opposing stance to Xbox.
The format-holder outlined that it will not implement game licensing strategies or always on requirements for its consoles.
SCEA boss Jack Tretton, to whoops and cheer from the crowd, said that PS4 wouldn't demand regular web connection, or game authentication, and no always online requirements.
"We believe in the model," he said of pre-owned games.
Sony execs even had a YouTube gag ready to poke fun at Microsoft's criticised plans around restricting how you lend games to friends - the below video shows studios boss Shuhei Yoshida and third party boss Adam Boyes learning how to 'borrow' a game.