Sony's PlayStation 3 has been doing really well in Europe and its native Japan, dominating its opponents in recent months, but, at least according to the company's new European boss, Jim Ryan, things are bit more complicated in the UK.
Sony has beaten rivals in traditional markets like Europe or Asia by a long shot, but in other markets, like North America, things have been tougher for the PlayStation 3, which is still being dominated by the Xbox 360.
The latter situation can also be applied for the UK market, as Sony Computer Entertainment Europe boss Jim Ryan has talked with MCV about PlayStation 3 sales in Great Britain and how they're the opposite of mainland Europe.
"UK is one of the territories where we have to do better," he said. "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 percent on a weekly basis, it's inverted in the UK. That is something we want to address."
Sony hopes that things will change thanks to the recent price cut made to the PlayStation 3, which now costs £199, for the 160GB model.
"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."
Sony is already reporting increased sales after the price cut that was implemented two weeks ago, so the PlayStation 3 might still become very popular in the UK. Expect more details and sales charts next month, after retailers track their sales and share them with Sony itself.