Sony Computer Entertainment Europe CEO Jim Ryan believes that the greatest challenge the company will face in the near future is shipping PlayStation 4 consoles as fast as it sells.
When asked about Microsoft's deal with EA to bundle FIFA 14 with all pre-ordered Xbox One consoles in Europe, Ryan pondered "why should we do that?" Ryan asked.
"Our problem is gonna be matching supply to demand," he added. "It's perfectly rational when a platform holder, or indeed a publisher, runs a pre-order campaign to engage in promotional behaviour to dial it up if you feel it's not where you need it to be. That's a rational thing for any businessman to do."
Ryan then noted that Sony has already halted PlayStation 4 launch day pre-orders. "So why would we go out and add something," he asked. "Giving away stuff on day one of a new platform launch, in my mind it's kind of odd."