Sony Corp.’s European game division this week said the company will focus to secure the younger demographic for the Playstation 3 as the hardware is further cost-reduced to the mass market.

Sony Computer Entertainment Europe CEO Jim Ryan told The Official Playstation Magazine UK this week the company will take the console towards a slightly younger demographic.

“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 said.

“Now we’ve only got to £199 in the UK a couple of months back so you can see there’s still a lot of PS3s potentially to be sold.”

He added that the core gamer will be not be neglected in the process.

“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.”

Sony in Aug. price cut the PS3 160GB SKU to $249.99.

This holiday it began sale of the Playstation 3 Harry Potter 3D Blu-ray Bundle.

Sony in Oct. said it sold 3.7 million PS3 units in the second quarter, an increase from 3.5 million one year prior.

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