Sony on PS4: "the format war is a marathon, not a sprint"

[Administrator]

Sony's PlayStation executives hope with PS4 this time things will be different. This time, Sony launches alongside Microsoft, not 16 months afterwards like with PS3. This time, Sony is cheaper than Xbox, not hundreds of pounds more. And this time, Sony is taking a gamer-first approach - and that, it seems, is translating into real world business.
The bottom line is, PlayStation 4 is riding the crest of a wave of goodwill boosted by strong showings at E3 and Gamescom and, crucially, Microsoft's disastrous messaging. But important questions remain. Sony knows if it doesn't put enough consoles on shop shelves to satisfy demand for Christmas, gamers may turn their attention to Xbox One instead. In the UK in particular, where Xbox 360 enjoys a healthy lead over PS3 in install base terms, Sony can't afford to take its eye off the ball.
And so, amid the calm before the storm, we sit down with Sony UK boss Fergal Gara at EGX 2013 to discuss the PlayStation 4's impending launch, availability, the juicy format war and new challengers in the living room.
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