“I believe that the price point is not the critical topic, but something you need at the end of the communication in order to place a product properly into a market,” he told GamesIndustry Germany (via GI) at E3. “From that standpoint pricing is an important topic for our target groups, our partners and, of course, also for us."

“I also think it is the right decision not to determine price points now, because it distracts completely from our actual core story with all its possibilities in the area of gaming, movie, music and social entertainment. We firmly believe that we can offer an unique innovation."

“Being responsible for the business in Germany, it comes in handy to still have certain flexibility. In eight weeks we are at gamescom and we will know the price not later than that, because we will start to sell [to retail].”