Ken Kutaragi, the maverick Sony engineer behind all three generations of PlayStation games consoles, will on Friday become chairman and chief executive of Sony Computer Entertainment in a management reshuffle that underscores Sony's difficulties in the video games market.
The surprise move, though technically a promotion, removes Mr Kutaragi from the day-to-day running of Sony’s games division at a critical moment.
With the PlayStation3 only just past its difficult launches in Japan and the US, Sony is desperate to ensure that its complicated machine triumphs in the holiday shopping season. The company described the changes as “strengthening” its management line-up.
In the longer-term, the PS3 faces stiff competition from Microsoft and Nintendo and a European launch next March for which some analysts fear it is not fully prepared.