‘No way’ PS5 price will be above $499, says former Xbox marketing head

There’s “no way” Sony will price the PS5 above $499, according to former Xbox marketing head Albert Penello. Penello, who oversaw marketing on the Xbox, Xbox 360, and Xbox One, made the PS5 price comment while responding to a rumour on Twitter. Ahead of last week’s PS5 reveal stream Amazon UK put a listing up for the PS5 console which said it would be £599.99 – but it was obviously a placeholder. The Amazon listing said the PS5 was coming with a 2TB hard drive, but Mark Cerny has already confirmed it is fitted with an 825GB SSD.

When someone on Twitter broached this rumour to Penello the ex-Xbox bigwig was quick to brush away the suggestion the PS5 could launch at over $499.

Penello tweeted: “I believe in the saying ‘never say never’.

“But I gotta say never. No way this console is over $499.”

They later went onto add: “Price in this generation may be the most important indicator of success. Maybe even more than exclusives.

“There has never been a more divergent set of specs, features, and price points then I think we’re going to see this gen.

“It will be fascinating. Someone should write a book.”


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The PS3 famously launched at an eye-watering $599 price tag, which led to early sales taking a hit with the Xbox 360 priced much more appealingly.

Sony learnt that lesson though, with the PS4 going on to launch at $399 in 2013 – which was $100 less than the Xbox One.

That price undercut, along with controversial plans for Xbox One gamers to log in every day and a radical attitude to physical games, gave the PS4 an early lead.

And it’s a sales lead they have not given up ever since, with the PS4 selling over 110million units and becoming the second best selling home console of all time.

Elsewhere the Xbox One is predicted to have sold less than 50million units, which is less than the Nintendo Switch has done despite launching over three years.

Sony surely will have learnt from the mistakes of the PS3 and won’t be willing to slap on a price tag that could put off gamers.


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While Xbox boss Phil Spencer has said Microsoft are willing to be flexible on the price of the Series X, which could suggest they’ll try and undercut the PS5.

At the moment both Microsoft and Sony are yet to reveal the prices – or exact release dates – for their next-gen offerings.

It appears neither party wants to blink first so they can price their console accordingly.

But the comments from Penello will hopefully go some way towards reassuring PS5 fans about how much the console could launch at.

Recently PlayStation CEO Jim Ryan said Sony were looking to offer “value as opposed to price” when it comes to the PS5.

Ryan was asked by the BBC about Sony’s plans to release a new console during uncertain financial times sparked by the coronavirus pandemic.

And Ryan said: “Conventional wisdom and history show that our business is one of the more recession-proof businesses.

“But I think this will sharpen our need to ensure that we focus on getting the value equation right. And I emphasise value as opposed to price.

“We must be more attentive than ever before to ensure that the overall value proposition in terms of the console and the games – the range of games, the quality of games, the quantity of games – makes this something that our community aspires towards.”

While PlayStation architect Cerny has previously said that the PS5 would boast an “appealing” price given its feature set.

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