SCEE boss Jim Ryan has said that in order to widen the appeal of the Playstation brand, Sony will actively be targeting a younger demographic, although he also took pains to stress that the core gamer would 'absolutely not be neglected'.
'If you look back at the history on PS1, PS2 the vast majority of the business that we did on both those platforms was done at the sub £129 price points,' Ryan told OPM. 'Now we've only got to £199 in the UK a couple of month back so you can see there's still a lot of PS3's potentially to be sold.'
The nature of long console cycles means that shifts in focus and the search for new consumers is always under consideration, but Ryan stated that core gamers need not worry.
'I think you'll see us taking the console more towards a slightly younger demographic," he continued. 'More family market. The core gamer will absolutely not be neglected. There's going to be tons of great stuff for the core gamer but from our own studio, third parties there's some quite interesting stuff happening in a number of areas which would allow us to open up a market that we accessed pretty successfully on both PS1 and PS2 but haven't yet got to on PS3.'