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8. Brand loyalty

Over 100 million PlayStation 2s have been sold across the world. Given that the current PS3 user base is about 10 per cent of that figure, that leaves a lot of PlayStation gamers yet to make the switch to the PS3. No doubt some will have opted to support the Xbox 360 or Wii, but a large number will be looking at the PS3 as their next console. Those users will make the jump eventually, so there's no need to rush them into buying now.

7. Sony's three-pronged attack

If Sony only had one horse in the race the situation might be very different, but with the PS2 and PSP selling well it has revenue coming from three different platforms. The PS2 offers gamers a solid and affordable gaming platform, the PSP is the most advanced handheld system on the market and the PS3 currently sits as the premium, high-end console. Maintaining its image and preserving a relatively high price will allow Sony to make more strategic price cuts in the coming years.

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