In an interview with MCV, Sega America COO Simon Jeffrey said that he believes the "next year to two years will be a profit margin struggle",unless Sony push sales of the PS3 forward by cutting its price to consumers.

"All our research shows us that millions and millions of gamers are just waiting for the PS3 price threshold to reach a certain level before they buy," he told the industry website.

Sega has been critical of Sony's PS3 pricing from the outset, with their corporate director Masanao Maeda stating earlier in the year that the pricing strategy for Sony would be key to the success of the PS3 and suggesting that a price drop would be the only way to boost sales.

Sony have dominated the $30 billion global game industry over the past decade with the PlayStation and PlayStation 2. After a slow start, sales of the PS3 are now picking up and Sony are still adamant that there will not be a price cut in the near future.

Source :: MCV