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PS4 price was set months ago, not a reaction to Xbox One's E3 reveal says Tretton

2 July 2013

Sony Computer Entertainment America (SCEA) head honcho Jack Tretton has said that the PlayStation 4’s E3 price reveal was not a reaction to Microsoft’s own Xbox One announcement earlier that day.

Chatting with IGN, Tretton confirmed the obvious – that the RRP for Sony’s next-generation behemoth was determined months ago. As it happens, Tretton didn’t even catch Microsoft’s E3 presser, so he was none the wiser.

“A multi-billion dollar publicly traded corporation makes those decisions months and months in advance,” said the executive.

“We felt we had a great value proposition that people would respond to but you don’t know how you’re going to be positioned against your competition. We felt good about it regardless of where our competition came in, but lower is better than higher, we learned that with PlayStation 3.”

Sony slapped a $399/£349 price tag on the PS4 at the climax of its E3 press conference a few weeks back. Earlier that day, Microsoft revealed that its Xbox 360 successor would retail for $499, resulting in Sony firmly undercutting its rival.

Still, despite the widespread perception that Sony triumphed at the Los Angeles-based convention, Tretton wisely pointed out that this is simply the start of a 10-year console brawl.

“We were doing rehearsals and I was going through my stuff. I heard a little bit of applause and I figured if there was applause and it was in our arena that was probably good news,” he said.

“I really had to allow myself to enjoy the moment for a couple of minutes after the press conference finished and then you kind of have to shake it off and say, ok, day one of a ten year battle, and we have to win the consumer’s support one consumer at a time, so it’s back in the trenches.”

PS4 is due out this holiday season.

via Polygon


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