Speaking with Japan's Nikkei, Sony's PlayStation big wig has admitted that must prevent running away with this generation; assuring that his firm are focussed on games, rather than the PS3's media hub credentials.

Blu-ray, and the general technological prowess of the console, has been a focus in the past - but Sony are clear that the console's future success lays with games.

"The thing that I did when I took over last year was to boast the appeal of games themselves... The main premise of the is video games. That's the absolutely most important thing that we cannot lose sight of," Hirai enthused.

He added:" We cannot allow Nintendo run off alone," stating that growing their market share was key.

By Luke Guttridge