PlayStation 4 to Cost £349 in the UK

on Jun 11, 2013
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Sony Corp.’s (TYO:6758) PlayStation 4 will cost $399 in the US, £349 in the UK and €399 in Europe, the company revealed yesterday, June 10 at the biggest video gaming forum Electronic Entertainment Expo (E3). This means that the company’s latest console will be 20 percent cheaper than Microsoft Corp.’s (NASDAQ:MS) Xbox One (priced $499 in the US), which will most likely give a significant advantage to

Sony in the race for a bigger share of the video gaming market. The Sony share price jumped 2.17 percent
to JPY2,023.00 at today’s close in Tokyo.
**Console race**
Sony won the hearts of video gaming fans by focussing on the console’s features as a gaming device when unveiling the PS4 in February – unlike Microsoft, which talked mainly about the capabilities of Xbox One as a media centre when unveiling its machine on May 21.

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The decision to price the PS4 at $399 will probably allow Sony to get an early advantage over its US rival in the new round of the console race. It’s also a sign that the Japanese company has learnt its lesson from the launch of the PS3 in 2006, when it priced its console significantly higher than the Xbox 360 and as a result struggled to keep up with Microsoft for most of that console’s cycle. But on the eve of the launch of the next console generation the PS4 seems to be in poll position to win the race.

“Microsoft made a mistake at $499,” said Michael Pachter, an analyst with Los Angeles-based Wedbush Securities, as quoted by Bloomberg. “They priced at 100 pounds and euros and dollars too high. Sony exploited that and priced about right. Right now, I think most consumers think they’re buying a PS4.”
The PlayStation 4 would go on sale in the US and Europe before the year-end holidays, Sony said. The machine has 30 titles in development, with 20 slated for sale the first year.

**Media and services**
Sony and Microsoft are both trying to attract users beyond the gaming community for their machines by adding music, films and TV shows, with some of that content exclusive. With that in mind, Sony plans to bring original content to the PlayStation Network and PlayStation 4. The machine will feature film services like Time Warner Inc.’s Flixster.

!m[PlayStation 4 to Cost £349 in the UK](/uploads/story/2952/thumbs/pic1_inline.jpg)
At the same time, Microsoft is positioning its new console as the centre of living-room entertainment, which means that the device will feature exclusives, TV shows and heavy use of Microsoft’s motion controller Kinect.
“Microsoft really convinced themselves of the value proposition, and they wanted to make money on the box,” Pachter said. “The Microsoft multimedia features have a ton of value, but I’m not sure Microsoft really demonstrated that it’s worth the extra money.”
**The Sony share price closed at JPY2,023.00 on June 11, 2013 in Tokyo.**
**The Microsoft share price closed at $35.47 on June 10, 2013 in New York.**

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