Speaking to VideoGamer.com at the London Game 3.0 conference Ray Maguire, Managing Director of SCEUK, indicated that there were no plans to drop the price of the PS3 this year. "We have a business to run, and we have to make sure we're doing the right thing for the shareholders as well." He went on to say that "At the moment there's a marketplace for PS3 and I think for this particular Christmas, with the kind of quality of games we're seeing coming out this Christmas, I don't think the price of the console is going to be an issue at all."

It seems that sales in the UK are "absolutely on target," despite the disparity between the price of an entry-level PS3 and an entry level Xbox 360. This atitude seems slightly cavalier considering the current economic climate. People will be going for the most affordable option this Christmas. On the other hand, as Maguire states, they've a business to run and shareholders to placate. Will this years' exclusive titles such as LittleBigPlanet, Resistance 2 and MotorStorm Pacific Rift be enough to push people towards the premium product?

This article was originally published on Joystiq.