An executive of Sega Sammy Holdings’ (6460.T: Quote, Profile, Research) game unit said Sony Corp. (6758.T: Quote, Profile, Research) will likely need to substantially cut the price of its game console PlayStation 3 by the end of the year to stimulate low demand.

Nintendo Co. Ltd.’s (7974.OS: Quote, Profile, Research) Wii outsold the PS3 by a ratio of over six to one in June in Japan, according to game magazine publisher Enterbrain, solidifying its leading position.

“Name brand, price and software are what count,” Sega Corp. corporate director Masanao Maeda told Reuters in an interview on Monday. Sega Corp. is the game unit of Sega Sammy.

“Since it’s getting difficult to make software availability a differentiating factor, superior marketing and pricing strategy will be the key for Sony,” Maeda said.

Game software publishers are increasingly offering new titles for multiple consoles to maximize sales and to recoup hefty development costs in a timely manner.

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