PlayStation continues to dominate the European market – so there’s no need for a price cut

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European territories have always been PlayStation land, and here in South Africa, though we’re at the tip of the African continent, the same is true. While official figures are hard to come by, we know that PlayStation brand loyalty is rather strong, and that PlayStation dominates the local console space. In Europe proper, that figure may be as high as 90%.

According to Sony Europe’s president, Jim Ryan speaking to VG247, Sony has at least a 70% market share in Europe

“We have a very significant market leadership,” he told them at E3. “Well, we have market leadership in every country in Europe, and have very significant market leadership in continental Europe. Extremely significant. I don’t think market share’s any less than 70%, and frequently greater than 90% in continental Europe.”

It’s one of the reasons there’s no need for Sony to drop the price on the PlayStation 4 just yet – but also allows the company to take a few more risks when it comes to making games.

“Particularly in Europe… our momentum is still very considerable,” Ryan said. “We’re happy with the price and we’re happy with the value proposition. Consumers, equally and more importantly, appear to he happy with the price and the value proposition. We’ll leave it where it is for now.”

The Xbox 360 threatened to turn the European situation around thanks to a cheap console, a huge library of amazing games and a robust online system, but things started going downhill when Microsoft injected all of its resources in to Kinect and an attempt to take over the living room. The Xbox One and its initial focus didn’t help much, and neither did the system’s staggered launch, which glossed over large parts of Europe to focus on  a handful of countries. Here in South Africa it took nearly a year after the PlayStation 4’s release for the Xbox One to hit shelves, which likely hasn’t helped the system’s popularity either.

Europe has always favoured PlayStation, and that status quo isn’t about to change. And neither is the price of the PlayStation 4.

Last Updated: June 30, 2015

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