To the average gaming consumer like myself, Sony's PlayStation 3 seems to be a huge success here in the U.K. It's certainly more popular than the Xbox 360 among the people I know, and the Nintendo Wii doesn't even come close. But what do my friends know? For Sony, it's just not doing as well as it should, and the company's new boss of Sony Computer Entertainment Europe wants to change that.

Sales of the PS3 have been boosted since Sony announced a price reduction at Gamescom in Cologne last week, which has seen the console drop to just £199 in the U.K., $249 in the U.S., and €249 across the rest of Europe. However, Jim Ryan, who replaces Andy House as the new head of SCEE from September 1, believes it can do better:

"Getting to £199 is fantastic in the UK. It's a real milestone. UK is one of the territories where we have to do better.

"Whether you approach the UK from the perspective of our momentum, or the perspective of the competitive landscape, for us the UK is more like US than continental Europe. If you look across the PAL territory, where typically we outsell our competitors by around 50 per cent on a weekly basis, it's inverted in the UK. That is something we want to address."

Now that the console has dropped below that £200 mark, Ryan is confident that it will begin to hit mass market and really take off like its predecessors did:

"History has shown us that once you get to £199 you hit lift off. We can do some serious business and this kick-starts that. Getting to £199 was a defining moment for the PSone and PS2 – this will be no different."

Have you/will you be investing in a PlayStation 3 now that the device is finally below that £200 mark, or is your money somewhere else?

[via VG24/7]