According to an article on Reuters, Ubisoft’s chief executive Yves Guillemot believes that Sony risks losing its iron grip on the video game console market with the PS3 and needs to significantly lower the price on its machine in order to ‘woo buyers’.

Guillemot expects the extent of the decline to be linked to pricing on the PS3.

"They have to decrease the price quite significantly," he said, declining to elaborate. The fortunes of the machine also depend on whether Sony can sell consumers on its next-generation Blu-ray DVD technology, which is a big plus point to getting a console.

There is a lot of talk about Sony lowering the price of the PS3, and we do think its likely to happen sooner than later, but will Sony compensate its hardcore fans that forked out a big wad of cash for the console during its early days..?

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