Sony Computer Entertainment Europe boss David Reeves isn't going to cave. He simply will not tell you when the PlayStation 3 will get a price drop. For now, it will remain the most expensive option.

That's Reeves' "armadillo" strategy, also known as the "value added" tactic that the PlayStation brass have been touting for many months.

"You have to be hard, and then you will come out when the sun comes out," Reeves tells Eurogamer. "If, as an industry, we can get through the next six to seven months, we're going to find a massive uplift in September and October. I'm very optimistic about it. "

Sony's all about turning a profit on the PlayStation 3 business right now, a strategy seemingly partially employed by not giving developers "a paper bag full of cash" and a plan to establish its own stable of original game properties.

"At the beginning, we had very few IPs and relied on other people for exclusivity," Reeves said. "Now, our strategy is to have 15 to 20 IPs by the time we get to 2009, 2010. We don't have to go to Capcom or Take-Two and ask for an exclusive. And I don't think we could afford it anyway."


But what about the potentially more profitable, but still underserved PSP, David? After a meager 2008, Reeves says we can expect the line-up this year to be "two or three times stronger than it was last year." I know what you're thinking — "two or three times" zero is still zero. Hey, don't forget God of War: Chains of Olympus!

Sony's David Reeves [Eurogamer]