Sony Computer Entertainment UK boss Ray Maguire has dashed hopes of a PlayStation 2 price cut before Christmas, saying that any further decrease to the system's SRP will not come before the end of the year.
Maguire has made these in an interview with the BBC News website, come only a week after rumours
swept the Game Convention in Leipzig that Sony was set to announce a drop to the PS2 price point at
its conference there - but no such announcement was forthcoming.
Sony has traditionally used late August or early September as an opportunity to cut the price of
its hardware and set it at the level which will be used throughout the Christmas market, but this
year, Maguire says that it's hoping to drive sales with new types of software instead.
"We want to re-engineer the console and drive costs down," Maguire told the BBC, but he said that
the cut would not come until after Christmas - while insisting that there is plenty of room for the
console to grow in this market, despite having already sold 7.5 million units in the UK.
"70 per cent of the UK does not have a PlayStation 2," he commented.
More information is available at
Gameindustry.biz website.