"The name of the game is not market share, its how fast we can grow the industry our ambition is to grow 15 per cent a year on hardware and software if we can," added Reeves.
"We want to try and double digital entertainment in the next five to six years. Whether we have 40, 50, or 60 per cent market share is not that important."
Reeves also denies the tilt-sensivity revealed for the redesigned PS3 this E3 was a last-minute addition, explaining that the functionality was in development for around two and a half years. The functionality was only recently revealed to prevent competitors from filing similiar technology patents to stop it.