It's no secret that the video game industry is suffering, and of the three consoles, Sony has the greatest piece of the suffering pie. I never liked pie.

SCEE president David Reeves though, doesn't seem fazed by Sony's continuing losses, saying that Sony has to suffer so that they'll still be standing when all is said and done:

We simply have to suffer a little. Go down in market share and mind-share.

It's like Ali v Foreman - go eight or nine rounds and let him punch himself out. We're still standing, we're still profitable and there's a lot of fight in us. I don't say we will land a knockout blow, but we're there and we're fighting.

My objective is financial - to make a profit in our territory by the end of March, and we will. Our priority has always been the PS3; the forecast was 10m at the beginning of the year and it's still 10m.

If we'd cut the price, lost another billion dollars, we might have had a huge Christmas but it would have been followed by a huge loss. The company could have thought: 'Hmm, I'm not sure I want to be in this business at all.' But we've shown Sony this is still a good business to have.

Admittedly, in the current climate, more people will go for the lower price, but we still make a profit and that is our objective

Things will look brighter for Sony in the future though, especially with Killzone 2 coming out. The game already has 1.1 million pre-orders. Better pre-order yours now or you're likely not going to see a copy until everyone else finished the game.

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