The PS3 has outsold the Xbox 360 in mainland Europe, but the U.K. remains more intransigent in its support for the Xbox 360 over the PS3. President and chief executive officer of Sony Computer Entertainment Europe Jim Ryan says this trend is a special concern for him.

“U.K. is one of the territories where we have to do better,” said Ryan. “Whether you approach the U.K. from the perspective of our momentum, or the perspective of the competitive landscape, for us the U.K. is more like U.S. 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 U.K. That is something we want to address.”

“History has shown us that once you get to £199 you hit lift off,” he added about the price cut. “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.”

Source: MCV