Sony is aiming to launch the PS4 in Europe by the end of the year after deeming it a high priority region, according to a report.
A source “involved with PlayStation’s business strategy” has told CVG that Sony is “prepared to do whatever it takes” to make sure the European launch of the PS4 is not delayed until 2014.
Sony has declined to comment on the matter.
Sony has previously touted the PlayStation 4 for a holiday 2013 release date for the US and Japan, although it was thought the UK and Europe’s launch could slip into 2014.
Sony Worldwide Studios Boss Shuhei Yoshida told Eurogamer in February it was “too early to say” whether the next-gen console would launch simultaneously worldwide, but emphasised that Europe was an “enormously” important market for the electronics giant.
"It's too early to say,” he said.
"For one thing the system has to be complete and we have to understand the manufacturing pace of it. Then we have to kind of look at the demand predictions and we have to decide whether we can go global or like [the rumour]. So it takes more time for us to know that.
“For us, Europe is an enormously important market. That's no question. So I hope European consumers can play PS4 as soon as it's available somewhere, but I'm not making promises."
Sony is believed to be targeting an improved performance in Europe as it takes on Microsoft again in the next-gen console race, with the computing giant expected to announce the next Xbox next week on May 21st.
Although the PS3 and Xbox 360 have both sold around 80 million units each, Microsoft’s console has managed to outsell Sony in the US and UK. While the Xbox 360 has sold 40m in the US and 8m in the UK, the PS3 has sold around 25m and 5m in the UK.
It should be noted however that the PS3 has often fared better in other European countries and Japan.