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Sony America CEO gives up personal PS4 to sell during unit shortage

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Sony Computer Entertainment CEO Jack Tretton said that he gave up his own PlayStation 4 system so that the company, currently in a manufacturing shortage, could sell the unit, according to a report today from GameSpot.

Talking on the PlayStation Blogcast, Tretton said he doesn’t have a PS4 as of right now because he wanted to ensure at least one more gamer could get his or her hands on the next-gen console.

“I don't have one yet because I'm like ‘No, sell it,’” Tretton said.

The reveal comes as Tretton denies that Sony artificially created a shortage of the PS4 in order fuel more demand for the next-gen system.

“Do you create an artificial shortage because you want there to be a feeding frenzy? No you don't," Tretton said.

Tretton said it would be silly to withhold machines, especially while trying to capitalize on the holiday season, because there are competitors –– Xbox One –– out there vying for customers.

“You have competition out there; there are lots of things that people can spend money on, especially during the holidays; and the holidays only come around once a year so that's really when you want to take advantage of the market opportunity,” Tretton said.

The reason for the shortage of PS4 units is because it takes time to manufacture the machines, Tretton said, adding that it took “months” to assemble the 2 million units sold after launch.

However, good new is on the horizon for those looking for the Sony system, as Tretton said more PS4 units will be available for the holiday season and shipments will head out into the marketplace come January.

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