It's been a pretty tough year (make that three, actually) as Sony Corp. continues to struggle to get out of the red zone, with its profits for the game division plunging deeper. But newly appointed CEO for game and network businesses, Kazuo Hirai, is adamant that they will be able to bring back the  division to some good, old, crispy profit.

Just early this year, in January, Sony's financial report showed that the PlayStation hardware sales had gone down. In 2008, the division clocked in a 58.5 billion yen operating loss, while the company a a whole reported their biggest-ever group operating loss amounting to a whopping 230 billion yen, and then some.

Said Kaz, "We need to quickly bring our PlayStation business on a break-even level and later to profitability." The company has also taken some cost-cutting measures, and are looking as well into expanding its network services.

"We need a strategy where buying a hardware is not the endpoint but instead a starting point that can offer new experiences to our customers."

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