Sony’s senior software manager, Scott McCarthy, has informed IndustryGamers that Sony is not necessarily looking towards overtaking Microsoft’s Xbox 360 in market share, but instead just producing an extremely profitable console. While this makes perfect sense financially, I can not believe that Sony lacks the ambition to not only overtake Microsoft but to make millions of dollars while doing so.

“So do we pass Xbox 360?, he asked. “At the moment, I think we’re trying to just keep up with inventory and trying to move as many units as we can through the channel.

“It’s also one of those things where, do we notice what Microsoft is doing? Obviously, they are our competition. But is it like we surpass Microsoft or we fail? No. Our goal is to be profitable and we’re going to achieve that this year and do even better next year.

“That’s been Nintendo’s position for years. We have a very aggressive plan this year. And when we’re profitable we’re happy. If we happen to close the gap with Microsoft in the meantime, then that’s good too.”

It’s interesting that Sony is taking this approach when the rest of the world knows that Sony’s arrogance has been taking a hit year-by-year as its console sits in last place. Thankfully strong marketing on the heels of Kevin Butler has helped propel Sony back into relevance this generation and if this year’s exclusives do happen to release on time, it’s very possible for Sony to achieve both goals.

“We obviously are very bullish on our platform,” McCarthy said. “We do feel like we have a great message with Move… and we feel we have the strongest line-up we’ve ever had coming this year.

“PS3 has superior technology inside the box, and this is going to be the year where we make a lot of noise based on the exclusive titles you’re going to be able to play.

“Those things together will give us a voice. We gained a lot of momentum with the ‘It Only Does Everything’ message, and that was a great hardware message, but this year we’re going to follow it up with another punch that is an ‘Only on PlayStation’ message.

“You know, LittleBigPlanet 2 led us off; then we’ve got Killzone 3, SOCOM, Infamous 2, Twisted Metal, Uncharted, Resistance… the list goes on. And that’s excluding Move specific software. For the gamer there’s a lot to look forward to, and for the Move consumer there’s also a lot to look forward to.”

You always seem to put big shows in front of you to put on, Sony. Whether or not you’re capable of filling those shoes is an entirely different story. Yes, the lineup of titles this year is strong and Move consumer’s probably do have a lot to look forward to, but talk is cheap and it’s time to start producing year-on-year sales increases and growth.