While Sony has found considerable success in the States with the PlayStation platform, Microsoft's rise to dominance in the region with Xbox 360 has Sony carefully considering its position, never underestimating the competition.
According to Sony exec Shuhei Yoshida, the company is well aware of that fact that Microsoft has a stronghold on the U.S. market, and despite the Xbox One's shaky reveal, the new gaming box from MS will be a formidable competitor for PS4.
"We know they're very smart people," Yoshida explained to GamesIndustry when speaking of Microsoft. "It's great that they were able to quickly realize that some of the things they were doing were not popular, and were able to make really quick decisions to change some of those things - even things that their engineering group must have spent a lot of time preparing before the launch. It must have been a very tough time for them. That shows how smart they are, and it shows their dedication to making Xbox One successful."
Yoshida then went on to explain Sony's approach to preparing for this next-gen console war, adding, "We never took them lightly. Especially in the States, we are the challenger - we're trying to compete with them.
"Some of the messaging that they stumbled on just gave us more chances to compete with them in the States. Other markets are very different - in Europe, we have a larger market share and in Japan, we have a much longer history of being here. Being consistent and persistent helps; the legacy and people's associations with the brand, their memories of having a great time before."
How do you think the next-gen console battle between Sony and Microsoft will shake out? Will Sony come out on top this holiday season? Could Titanfall's 2014 release shift the tides in Xbox One's favor? Share your thoughts in the comments below.