Sony takes aim at weak UK PS3 sales

Following last week’s PS3 price cut down to £199/$249/€249, newly-appointed SCEE boss Jim Ryan is set to tackle the system’s performance in the UK, which is weaker than other PAL territories.

“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,” Ryan told MCV.

“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.”

According to Ryan, sub-£200 is the magic mark: “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.”

The PS3 hasn’t enjoyed the success of its predecessor, that’s for sure. Will the new price cut help put Sony ahead of Microsoft?