While the PlayStation 3 continues to struggle for market share with the 360, have once again reiterated this morning that the console is around for the long-haul, Peter Dille waxing lyrical over the "10 year lifespan".

"We also have to work hard to gain our consumers' trust and make them comfortable that when they buy a PS3, it's going to stand the test of time," the exec told GameDaily.

"The fact of the matter is we're the only console manufacturer that's ever launched a product that's had a 10-year life-cycle. And we've done that now not once, but twice.

"One of the great things about the is that if you buy it today you can be confident it's going to be the centerpiece of your entertainment for the next 10 years. Economically, that's a great value."

However, Sony's are suffering in places, the garnering users because of its lower pricing, according to some. Rumours of a PS3 price cut continue to run wild, while Sony insist they have no current plans. More soon.

By Luke Guttridge