SCEA president Jack Tretton has told Bloomberg that the one million pre-orders placed on the PS4 to date represent "just a fraction" of the current demand for the console but added that the PS4's price advantage over the Xbox One doesn't guarantee that it will be more successful.
"Obviously you'd like your competitor at a higher price than a lower price, and I've lived on both sides of that spectrum," Tretton commented. "I think, ultimately, the gamer looks at 10-year product life-cycles, they look at the software offerings, they look at the value proposition. The lowest priced system isn't always successful."
While the PS4 will be released in 32 countries this November Sony's home territory, Japan, was left off the list.
"[PlayStation 4's launch in] Japan is to be determined," Tretton said. "It's obviously a really important market for us – it's the home market – but the battle for next generation hearts and minds is being waged in the west right now.
"Historically, we've launched in japan first, so this is a pretty big change for us, but it's indicative of where gaming has the most heat right now."
Sony is set to host a press conference in Tokyo on September 9th when the PS4 launch plans for Japan will likely be revealed.
The PS4 is set to be released on November 15th in North America and on November 29th in Europe and South America for $399/€399/£349.
The Xbox One will be launched in 13 countries this November for $499/€499/£429.