UK stores call on 360 and PS3 price cuts

UK games retailers want to see a PS3 and Xbox 360 price cut before the end of the year.

Top stores have told MCV that reducing the cost of Sony and Microsoft’s last generation machines will encourage younger and more casual gamers to jump back into the console market.

We would welcome any activity from platform holders that would stimulate interest in the older hardware for new consumers yet to experience console gaming, be it a cut in price of hardware or games,” said SimplyGames purchasing manager Steve Moore.

Already we have seen a shift towards the PS4 and Xbox One in terms of software sales, and the predicted continued sales of PS3 and Xbox 360 games have failed to appear. Having waited nearly ten years for a new console, gamers are making the jump straight away.

Any price move will be dictated by consumers voting with their wallets. Right now they are clearly saying they want Xbox One and PS4. We’ll see aggressive bundles rather than a price cut for the first half of the year.”

Robert Lindsay, MD of Games Centre added: As the price of new consoles becomes more competitive both in terms of price and bundle options then it makes sense for PS3 and 360 prices to follow suit. A sub-150 price point would be far more attractive to consumers looking for an entry level machine.

I would be surprised if we don’t see a price drop on PS3 and Xbox 360 before the summer is over.”

However, not everyone is convinced a price alignment is imminent. Last month, EA’s Blake Jorgensen’s said that a reduction in price for the consoles before Christmas was unlikely, something that ShopTo purchasing director James Rowson agrees with.

If there is a price cut on PS3 and Xbox 360 it is not coming any time soon despite the weekly drop off in sell through,” he said. I wouldn’t rule out a price cut towards the end of 2014 if either or both company wants to wring out one last strong Christmas.

Based on where PS2 and Xbox got to with a 99 price at the very tail end I would hope there is one last major migration still to come and if we also see new release pricing for PS3 and 360 software at a lower band then we could welcome that last chunk of major mass market and prolong the generation a little further.”

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