While PlayStation 3 has had a fair amount of success in mainland Europe, new Sony Computer Entertainment Europe boss Jim Ryan has said it's looking to "address" the hardware's weaker performances in the UK.
It follows a price-cut for the console in Cologne last week, down to £199/$249/€249.
"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, who replaces Andy House at the top of SCEE from September 1, told MCV at gamescom last week.
"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."
Ryan is hopeful that PS3 will begin to hit mass market now its hit the magic £199 barrier, as had PS1 and PS2 before it.
"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.“