Reeves: The plan wasn't to hit sales, it was to hit a profit target

SCEE president David Reeves has said that in light of yesterday's moribund Q3 financial results, Sony's plan was never sales-minded, but profit-focused.

"We've said it would be 10 million, and it is 10 million," said Reeves. "We had a price decrease in the previous year, and we didn't have a price decrease this year. Xbox 360 did, and Nintendo was already quite low."

"The plan wasn't necessarily to hit sales, it was to hit a profit target - to do better than break even in Q3.

"The financial results show a break even in Q3 for Sony Computer Entertainment worldwide. So rather than then going for market share and sales, we went for profit, at least to break even," he added.

"We're two-and-a-half years into a ten-year cycle," Reeves re-iterated. "For October, November and December we were in a holding pattern, especially with the pricing.

"We had to demonstrate we could make a profit with the business model, and that's what we've done."

Full thing over at Eurogamer.