Sony's newest gaming console, the Playstation 4 (PS4) will be released before the 2013 holiday season, said Jack Tretton Sony Computer Entertainment America President & CEO.
"We have several key events between now and the launch date and 9-10 months is a really a long time. The promise is pre-Christmas," he said on CNBC's Squawk on the Street Thursday.
The company was criticized in its announcement event for not giving more information on the console design, but Tretton said that the company was more concerned with "what comes out of the box, not what it looks like. I can promise you that it will be plastic, it won't be triangle shaped or round. You'll see the box in due time."
On pricing, Tretton said that the PS4 is "designed with the game developer in mind and the consumer in mind," and will offer games with prices ranging from $0.99 to the more traditional $60 range with the ability for players to sample games before they buy.
"I think people are willing to pay if they see the value there," he said. "The heat for the true gamer is on the console."
He said that games on mobile devices are "additive experiences" and that gamers won't "migrate down the food chain" for their primary gaming experience.