A SEGA executive claims that Sony will need to cut the price of its PlayStation 3 console by the end of the year to stimulate demand.
Nintendo's Wii outsold the PS3 by a ratio of over six to one in June in Japan, according to game magazine publisher Enterbrain, solidifying its leading position.
"Name brand, price and software are what count," Sega Corp. corporate director Masanao Maeda told Reuters in an interview on Monday. Sega Corp. is the game unit of Sega Sammy.
"Since it's getting difficult to make software availability a differentiating factor, superior marketing and pricing strategy will be the key for Sony," Maeda said.
Game software publishers are increasingly offering new titles for multiple consoles to maximize sales and to recoup hefty development costs in a timely manner.
Sony, which has dominated the $30 billion global game industry over the past decade with its PlayStation and PlayStation 2, saw a slow start for the PS3 due mainly to its high prices and lack of attractive software titles..