Jim Ryan, the soon-to-be head honcho of Sony Computer Entertainment Europe (SCEE), has said that Sony is looking to address the "weaker" PlayStation 3 hardware sales in the U.K., following the huge success of the platform in mainland Europe
“Getting to £199 is fantastic in the UK. It’s a real milestone. UK is one of the territories where we have to do better,” said Ryan, following the global price PS3 price drop announced last week.
“Whether you approach the UK from the perspective of our momentum, or the perspective of the competitive landscape, for us the UK is more like US than continental Europe. If you look across the PAL territory, where typically we outsell our competitors by around 50 per cent on a weekly basis, it’s inverted in the UK. That is something we want to address.”
Ryan hopes that the global price drop will push the sales of Sony’s beastbox into the mass market, much like how its two predecessors did before it.
“History has shown us that once you get to £199 you hit lift off. We can do some serious business and this kick-starts that. Getting to £199 was a defining moment for the PSone and PS2 – this will be no different.“