Sony Seeks Win in Games Console Battle

23 July 2008

TOKYO: Electronics giant Sony Corporation intends to shift 150 million of its PlayStation3 consoles across the globe, outselling the brand's illustrious and hugely successful predecessors.

The PS3, launched in November 2006, has failed to set the world alight as Sony's loss-making games division had hoped.

But ceo Kaz Hirai is determined the division will sell more consoles in a comparable period (nine years) to that in which the PS2 achieved its 140m sales.

Said Hirai: "It's not fun for me replicating the PS2 numbers. I've seen that movie already. I want to try to see if we can exceed the PS2 numbers after nine years, otherwise why we are in this business?"

Michael Pachter, video games analyst at Wedbush Morgan Securities, believes price is the issue. The console currently retails for around $400 (€251; £199).

Says Pachter: "It's highly likely that when the PS3 gets below $200, it will sell as well as the PS2." 

The market is dominated currently by Nintendo's Wii console.

Data sourced from Financial Times Online; additional content by WARC staff