Despite Sony CEO Howard Stringer calling the European PS3 launch
successful with 800,000
sold, reports say that UK sales dropped 82
percent the immediate week after. In response, several UK retailers have
taken it upon themselves to enact a more aggressive pricing strategy to help
reignite sales of PS3 with price drops to as low as £387.87, which is £37 ($74)
less than the suggested price.
“PS3 performed well pre-launch and the first week of
release, but since then sales have dropped considerably,” said Gameseek.co.uk
boss Stephen Staley to MCV. “I
am sure the deal will help matters. I personally believe the cuts are down to
overstocking from launch. Credit goes to Sony for supplying all of the
demand, however this has left most retailers with a lot of stock and with the
consoles costing around £400, you can imagine it’s not healthy for any business
to have a lot of PS3 consoles gathering dust in a warehouse."
“We are obviously selling the console at a loss to try and
attract new customers to our site. We are sure the PS3 is going to be big
business for us over the next eight years so to get a good foothold in this
market is essential," Staley added.
Earlier this morning, Sony president Ryoji Chubachi was
recorded as saying that the company is in
the midst of re-evaluating the pricing strategy for its newest console,
though such comments were later countered by a Sony spokeswoman.