Sony Corp. is in no hurry to cut prices on its PlayStation games console, top executives said, even though many industry experts and other executives consider it a foregone conclusion.
Some analysts thought Sony might announce a price cut at the E3 video game convention that wraps up Thursday. Others predict the cut would come in September, ahead of the winter holidays.
Such a move would boost Sony's console sales, lift demand for gaming software and increase foot traffic to retailers, experts say.
And with a big portion of holiday season sales at stake, rivals Microsoft Corp and Nintendo Co Ltd might follow suit, or perhaps offer promotions that bundle in free games or accessories.