Kazuo Hirai, President of Sony Computer Entertainment (SCEI), has confirmed that the platform holder will not be lowering the price of the PlayStation 3 before Christmas, believing the console’s current price point offers a “very good value proposition".
Speaking with Financial Times.com, Hirai commented, "The answer is yes, if you’re asking, ‘Are these the prices we’re going with this Christmas?’" “When you really compare apples to apples, then I think we have a very good value proposition."
Furthermore, Hirai believes that the videogames industry as a whole will prove resilient in the face of the recent economic slump, as punters opt to purchase cheap home entertainment as opposed to going out.
“As long as we can generate excitement, then we will be less affected than other industries,” he added, though not before admitting "we’re getting to the point where price becomes more important".
Despite this, analysts have raised concerns as to whether or not Sony can appeal to the more mainstream consumer this holiday season, particularly in light of Microsoft’s recent price drops to its Xbox 360 games console.