A certain amount of confusion has reigned since Sony announced that the price of the 60Gb PS3 has been cut by $100 in the US – while in the UK, potential PS3 purchasers will instead get a Value Pack, which throws two games and a second Sixaxis controller into the mix, but leaves the PS3’s RRP at £425. Part of the problem was caused by Sony’s initial reluctance to point out that the 60Gb PS3 is being phased out in favour of an 80Gb model in the US, so effectively, the $100 price-cut will only be temporary.
But the fact remains that while a PS3 officially costs £425 in the UK (albeit bundled with more kit than the Americans get), for a while, it will cost just £250 in the US. We thought that the best thing to do would be go straight to the horse’s mouth, and managed to catch up with Sony Computer Entertainment Europe’s President, David Reeves, who provided a reasoned argument as to why we haven’t had a price-cut in the UK yet (it’s partly because it would annoy everyone who has already bought a PS3) and provided some strong hints that it won’t be too long before we do get a PS3 price-cut over here. Here’s what he said:
Q: So why didn’t we get a PS3 price-cut in the UK?
David Reeves: If you’re a consumer — and we introduced the PS3 in March for £425 or 599 Euros – let’s say you bought one at the end of April and have been using it, playing Resistance: Fall of Man and MotorStorm. We’ve only been on the market for three and a bit months. Our thought process was: “Wait a minute – we’re actually not doing too badly – we’re not selling as well as Wii or DS – but seasonality-wise, compared to, say, PS2 at the same time we launched it in 2001, we’re actually doing quite well on a regional level”. It’s exactly the target that we sought. July is not really a gamers’ month unless you get a big, big title. So we thought if we reduced the price, we’d annoy a lot of people. We did think about it, but we also felt that it wasn’t doing that badly. In the US, they’ve been going for more than six months, so they took the decision that going down in price was a better thing to do than a value pack.
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