Sony's hoping to untap younger gamers with PlayStation 3 going forward.

And with the hardcore gaming crowd already well serviced, SCEE boss Jim Ryan believes that the console's next challenge is to appeal to a younger demographic.

“I think you’ll see us taking the console more towards a slightly younger demographic. More family market. The core gamer will absolutely not be neglected,” he told Official PlayStation Magazine.

“There’s going to be tons of great stuff for the core gamer but from our own studio, third parties there’s some quite interesting stuff happening in a number of areas which would allow us to open up a market that we accessed pretty successfully on both PS1 and PS2 but haven’t yet got to on PS3.”

Ryan admitted that the PlayStation 3 has yet to reach critical mass, despite the console being reduced to £199.99 at this year's GamesCom.

“If you look back at the history on PS1, PS2 the vast majority of the business that we did on both those platforms was done at the sub £129 price points. Now we’ve only got to £199 in the UK a couple of month back so you can see there’s still a lot of PS3’s potentially to be sold.”

[Thanks Official PlayStation Magazine]