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Stringer responds to price cut pressure from Activision

Posted on May 10, 2016  in News

Sony Corp Chief Executive Howard Stringer brushed off concerns that the PlayStation 3 video game console is too expensive. Activision CEO Bobby Kotick’s suggestion last month to the Times of London that his company may have to stop supporting the PlayStation 3 if the price didn’t decrease, that didn’t scare Stringer one bit.

“When we look at 2010 and 2011, we might want to consider if we support the console,” Kotick had said. “He likes to make a lot of noise,” Stringer said, when asked about the comments. “He’s putting pressure on me and I’m putting pressure on him. That’s the nature of business.”

Asked about the logic of not cutting prices, Stringer said, “I (would) lose money on every PlayStation I make — how’s that for logic,”  Stringer said, discussing the statement at the Allen & Company Sun Valley Conference . The same event at which, last year, he described the Wii as “an expensive niche game device.”


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