Microsoft: PS4 reveal won't hurt sales

A Microsoft executive has claimed that next week's expected PlayStation 4 reveal won't have an effect on Xbox 360 sales.

Sony is hosting an event on 20 February where it is believed the platform holder will officially announce the PS4.

Microsoft UK director of marketing, Jonathan Grimes, believes the announcement is important for the industry but not necessarily for consumers.

"Whatever gets announced on 20 February, the majority of UK consumers won't know," Grimes told MCV.

"Our job is not to get lost in the industry chatter, but to ensure that the consumers going into stores, going online, still experience Xbox.

"The announcement is important for the industry, but it is also important to remember who is buying right now."

Xbox marketing director, Harvey Eagle, added, "All we know is that there is an event planned on 20 February. So we can only wait and see what is announced.

"We are very happy with our offering at the moment. Our software market share in value was 55%. So we are pretty happy."