Sony Computer Entertainment Inc. said Wednesday it has started manufacturing PlayStation 3 consoles in Brazil in an effort to expand sales there.
The PS3 is currently imported under high tariffs, and the launch of local production will help the gaming unit of Sony Corp. lower its price to 1,099 real from 1,599 real, Sony Computer Entertainment said.
"Brazil is home to some of the most passionate gamers in the world and we're focused on providing them with the best entertainment experiences that can only be found on PlayStation," Jack Tretton, president and chief executive officer of Sony Computer Entertainment America, said in Sao Paulo.