According to a report today from Eurogamer, Sony UK managing director Fergal Gara said the PlayStation 4 is playing from behind in the United Kingdom in the aftermath of the current generation of consoles, but the company will continue to grind to catch the Xbox One.
Gara said Sony will have to “continually improve the proposition, proving what PS4 represents” in the UK market, and the company’s nowhere closed to finished in marking the next-gen console in the upcoming format war with the Xbox One.
“This format war, if you want to call it that, is a marathon, not a sprint,” Gara said, pointing to the current generation of consoles.
Since the current generation console’s launchings, Microsoft has sold four times as many Xbox 360s in the UK as Sony has PS3s.
Gara, however, pointed toward the PS3 winning the European and Japanese markets despite the Xbox 360 having a 16-month head start, but said there’s still no excuse for disparity in the UK market between Sony and Microsoft.
“They’re both big numbers with different regional polarizations, but you’re right, we are behind in the UK and that is not acceptable,” Gara told Eurogamer.
Gara said it’s important for Sony to start off well and keep alert, as he believes the PS4 will evolve and be “far better” in the next few years as development teams hone their skills on the platform’s new tools.
“That’s the way to win. And obviously the gameplay and the core experiences are hugely pivotal to that,” Gara said. “They are going to start really strong, but they have to continue to grow and continue to improve.”
The PS4 hits shelves in North America on Nov. 15, in Europe on Nov. 29 and Japan in February.