Since SEGA chief Masanao Maeda couldn't convince Sony to drop the price of their PS3 console, SEGA's bringing out the big guns: SEGA uber-chief Simon Jeffrey.

Mister Jeffrey also wants Sony to make some price cuts on their PS3 as soon as possible. The main argument he uses is the fact that from a study, lead by SEGA, they could conclude millions of people are waiting for a reasonable price (read as €200) before buying Sony's latest console.

But, the main thing Jeffrey wants is to have all console-sails to go through the roof because this would mean more games could be sold. The two years coming up are particularly important to SEGA because their profit margin won't be very big to say the least. This is due to major investments they have done lately. No wonder SEGA expects Mario & Sonic at the Olympics to sell about 4 million copies. Perhaps the game is supposed to finance the X360 and PS3 campaign!

Jeffrey also stated his enormous love for Nintendo's hardware strategy and believes the DS and Wii-games will become much more creative in the near future. Apart from that, he also mentioned the Xbox Live Arcade and Playstation Network having this same creative potential.

In other news: