Sony’s UK VP and MD Fergal Gara has discussed the nature of the incoming format war between PS4 and Xbox One. He's called it a marathon, rather than a sprint.
Speaking with Eurogamer, the site posed to Gara that Xbox 360 outsold PS3 in the UK 4:1 since both formats launched, and asked him how Sony looked to gain the lead with PS4.
He replied, "This format war, if you want to call it that, is a marathon, not a sprint. We're coming out of the blocks in a strong position, but we're conscious that is no-where close to job done, and we have to continually improve the proposition, proving what PS4 represents.
"We've got a bit of history of doing that. To have a 16 month disadvantage and actually get any market share in the current generation, which is a very connected generation where friends get friends, took a lot of hard graft. Winning Europe and winning Japan despite that big disadvantage... globally we might even be ahead. They're both big numbers with different regional polarisations, but you're right, we are behind in the UK and that is not acceptable.
"You've got to start good and keep on your toes. PS4 is a platform that can and will evolve. It will be great on day one but it will be far better in year two and year three as expectations rise and ideas are generated and these new tools are executed. That's the way to win. And obviously the gameplay and the core experiences are hugely pivotal to that. They are going to start really strong, but they have to continue to grow and continue to improve."
When I interviewed Gara last week he said that publishers and developers alike have called PS4 a "dream" to develop for, and he's hopeful it's going to take the UK by storm when it launches here on November 29.
What do you think?