SCEE: We'll address PS3 price when time is right

NewsPosted 25/06/2009 - 12:02pm GMT+1

Will make a move when cost and profitability are aligned.

Speaking to MCV, Sony Computer Entertainment Europe president Andrew House has said the platform holder will only cut the price of its PS3 console when the issues of cost and profitability are aligned.

“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."

He added: “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.”

Many, including Activision CEO Bobby Kotick, believe the time for a price cut is now. Last week Kotick said: "They have to cut the price, because if they don't, the attach rates are likely to slow. If we are being realistic, we might have to stop supporting Sony.”

Is the time right to lower the price of the PS3? Share your thoughts in the comments section below.

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Highest Rated Comment

CheekyLee @ guyderman

I don't think they'll ever dominate, as the Wii continues to do incredible numbers every month. Nintendo have room to cut the price there, if they choose, which will even further fuel sales. But I do think they would beat out MS, if only because the 360 is known to be a technical failure waiting to happen.

Posted 09:14 on 26 June 2009

User Comments

guyderman

I was actually refering to 360 domination - the Wii is in a league of it's own sales wise and as most of the games arer very different the 'War' tends to be between Ms and Sony.
Besides if the PS3 was to become a bigger threat to the 360 it means that Ms would need to combat it in some way - which can only be good for us gamers!

Posted 09:33 on 26 June 2009

It's just a shame that it's only selling quite well when they could have a real shot at dominating the market with the quality games they've got released/coming out soon and the PSN is going from strength to strength. It's now winning he DLC Rumble more times than not.

Posted 08:18 on 26 June 2009

pblive

They need to cut the price to compete. If Microsoft hadn't cut the 360 price several times already then what Sony are saying is fair enough, but the fact is that the 360 is now the cheapest console and however good the PS3 is, the high price point is hurting it.

That said, it's selling fairly well at the moment if you look at sales against past sales, rather than comparing the 3 consoles.

Posted 08:14 on 26 June 2009