UPDATE: Sony's Online PS3 Deal Undercuts Retailers

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SCEE's head of PR for the UK, David Wilson, has responded to this story with the following statement, which we are printing in full.

"Sony Computer Entertainment treats SonyStyle as it would any other retailer. We sell to them at the same price as other retailers. And like any other retailer SonyStyle can independently choose its own strategy of pricing and promotions.

"By law, we cannot and we do not influence retail pricing."

UPDATE --- UPDATE --- UPDATE --- UPDATE[/b]


Despite Sony being firm in its assertion that there will be no official PlayStation 3 price cut before Christmas, its online sales division, SonyStyle, is offering the console for as little as £249.

That's for a standalone 40GB console, representing a saving of over £40 on bricks and mortar retail prices. The 80GB version can be had for £259 at SonyStyle (£40 less than high street retailers), while the 80GB model with LittleBigPlanet and the 160GB console will be available soon at £279 and £329 respectively.

SonyStyle calls itself, "the direct sales division of Sony Corporation", meaning that, while the cut may not have come from Sony Computer Entertainment Europe, it has undeniably come from the larger company.

Back in October Kaz Hirai, president of Sony Computer Entertainment,said of the PS3, "The answer is yes, if you're asking, 'Are these the prices we're going with this Christmas?'"

Retailers cannot be happy to see their prices on the most expensive games console on the market being undercut Sony itself.

Rumour has it that the next across-the-board PS3 price cut will be in March 2009.

You can see SonyStyle's PS3 offerings here.