Sony UK chief Fergal Gara has described high demand for the PlayStation 4 as a "good problem to have", but one that Sony is taking seriously.
"The problem with pre-orders, which is a good problem to have, is that they’re very, very high. Higher than we’ve ever seen in 20 years in this business," Gara said, speaking to OPM.
Consequentially, Sony has "a situation to manage".
"As an ex-retailer myself I understand this at least as well as anyone else: we need to help retailers manage the expectations of their customers and not let them down. And that is why we advise them that, from August 5, they should not guarantee anyone they will get their unit on day one."
Sony wants to make sure no retailer promises what they cannot deliver, and now that is has locked down the console's launch date, will begin working out precisely how many units each retailer will have.
"We are going to be looking at a sell-out situation and chasing demand, it’s a problem, it’s kind of a good problem to have, but it is a problem and we’re trying to manage that as responsibly as we possibly can," he concluded.
The PS4 has already attracted over 1 million pre-orders, with demand outpacing that exhibited for the PS2 and PS3. The question of demand outstripping supply is a loaded one, as Sony was not able to supply sufficient PS3 consoles at launch, leading to delays in Europe.
SCE America boss Jack Tretton has exhibited cautious optimism about the PS4's future, but said the lower price point isn't enough; Sony has to deliver on its launch promises.