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Microsoft exec says PS4 announcement is 'important for the industry'

But Sony's press conference won't stir the masses, claims UK retail director

An executive at Microsoft has claimed that next week's PlayStation Meeting is important for the games industry but won't attract too much attention from the mass market.

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Jonathan Grimes, Microsoft UK's director of marketing, appeared to welcome Sony's upcoming PS event, claiming that it will be "important for the industry".

However he appeared to suggest that not a significant portion of the mass market would tune in to the live stream.

"Whatever gets announced on February 20, 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."

[PlayStation 4 Revealed: CVG's Liveblog]

As revealed by CVG last month, lifetime Xbox 360 sales are set to overtake Wii in the UK. According to Grimes though, the platform holder won't rest on its laurels.

"Ten years ago, to think we would be the leader in our second generation is a achievement," he said.

"We have great people that have been with us a long time, and now it's about strengthening that team.

"But what has got us to where we are today is not going to be what gets us through the next ten years. Now we've also got to start from scratch when thinking about the future. Driving creativity, whether around marketing, retail or new business models, is key for us."

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