SCEE president Andrew House has told MCV that Sony will only cut the price of the PlayStation 3 when the time is right.
In an exclusive interview, he said that the company is focused on returning its PlayStation business to profitability, and House is confident that European gamers look at the full package when considering what console to buy, and not just the price.
“Not to harp on about it, but the PlayStation 3 has a ten-year life cycle and there are issues of cost and profitability,” said House.
“We will make that move on price when all those factors are aligned.
“Would people buy more when they are cheaper? Of course. But on the other hand there is an inherent marketing challenge. In Europe I think people do see the value of the machine, the Blu-Ray and network services and take that all into consideration instead of just focusing on price.
“But we will look at price and will address it when the time is right.”
Click here to read the full interview.