Here’s something: us Brits pay more for a PlayStation 3 than any other country in the world, despite the fact that the UK has traditionally been an unbreakable Sony stronghold over the last decade. Brand loyalty can only stretch so far however, and at £425 ($859 / €629), Sony’s console is simply proving too costly for many UK gamers, who have turned in their droves to Nintendo’s cheaper Wii console.

Consequently, retailers and publishers alike are beginning to fret over the slow uptake of the PS3, with many speaking out about Sony’s stingy approach to UK pricing. A recently announced games bundle just doesn’t cut the mustard, according to Duncan Cross, head of the games section for supermarket chain Asda. "I think for us and for Asda's customers there's no doubt that we'd like to have seen some price movement on PS3," Cross told MCV.

"The US has got a cut and we've got the games bundle but it's just not the same. I think the console needs an extra something to really get it up to full speed."

Head of UK developer SCi Jane Cavanagh echoed Cross’ sentiments, pointing out the dramatic effect that the recent US price cut has had upon sales of the previously flagging console. "From our point of view, the acceleration of that installed base could be driven by further price cuts," she said. "The hardware is pretty expensive. As soon as we start to see cuts coming in, we'll be more comfortable with the performance of PS3.

"The fact that the month after the US announced a price cut there was a doubling of hardware sales speaks volumes - and is incredibly encouraging. If we could have a similar price drop to the US, that would be a very positive first step."

Hear, hear - loosen those purse strings, Sony.