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Jim Ryan: PS3 moving towards younger, family audience

Bulk of consoles still to be sold, core gamers will not be neglected

Sony's Jim Ryan has spoken about the direction which Sony sees the PS3 taking demographically, saying that the platform will likely be targeted more towards a younger, more family orientated demographic in the future.

Speaking to Official PlayStation Magazine, Ryan said that the console's still relatively high price point of £199 in the UK means that a large proportion of units are yet to be sold.

"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 told the magazine.

"Now we've only got to £199 in the UK a couple of month back so you can see there's still a lot of PS3's potentially to be sold."

Ryan was keen to point out that Sony still has big plans for the machine's core gamer market in the upcoming months and years, but reasoned that a broader output would serve to widen the company's audience.

"I think you'll see us taking the console more towards a slightly younger demographic," he continued. "More family market. The core gamer will absolutely not be neglected. 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 PS3 but haven't yet got to on PS3."

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