Sega are once again pushing console makers to drive sales of next-gen systems higher, having in the past singled out the limited installed base of the PlayStation 3 as a reason why development of new games remained risky.
Speaking to industry website MCV, Sega America COO Simon Jeffrey said he thought a PS3 price-cut would prompt higher sales, as he urged platform holders to push sales as quickly as possible. The "next year to two years will be a profit margin struggle," he said, adding that he wants to see "next-generation consoles in as many homes as possible, as fast as possible".
"All our research shows us that millions and millions of gamers are just waiting for the PS3 price threshold to reach a certain level before they buy," Jeffrey added, comparing the price between the Xbox 360 and PS3.
Sony have avoided all talk of a price-cut, despite rumours that one could surface at the Tokyo Game Show. Instead, the console maker appears to be concentrating on their games line-up in the first instance.