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Hirai: 'Excitement' Helps Games Survive Downturn

Sony Computer Entertainment president and CEO Kaz Hirai says the game industry is poised to endure the economic downturn provided it "can generate excitement" -- while he reaffirmed that the company will not reduce PlayStation 3 prices for the Christmas h
In an anxious global economic climate with America at its faultline, analysts have suggested that Sony may be rolling the dice by allowing its PlayStation 3 to remain the highest-priced console on store shelves during the key Christmas buying season. But president and CEO Kaz Hirai believes the game industry can weather a recession -- well, gamely -- if it creates compelling product offerings, and claims the PS3 remains "a very good value proposition." "As long as we can generate excitement, then we will be less affected than other industries," Hirai says, speaking to the Financial Times. Hirai makes special note of the PS3's Blu-ray capability as its competitive edge, and also mentions the console's 'Home' virtual world entering open beta by year's end. Ultimately, though, Hirai echoed recent statements by Sony chairman Howard Stringer, promising in no uncertain terms that there will be no Christmas PS3 price reduction. "The answer is yes, if you’re asking, ‘Are these the prices we’re going with this Christmas?’" he said.

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