Setting up Sony's PlayStation 4 as a games machine in contrast to Microsoft's TV-focused Xbox One was Kaz Hirai's approach at the All Things Digital conference.
"We take a look at this first and foremost as a game console," said Hirai, who had led the PlayStation division before taking over as company CEO.
But Sony won't be forgetting the PS4's use as a multimedia machine -- the current PS3 already sports the music and movie apps that have become de rigeur. "That's an area we will obviously reveal and talk about in the coming months."
The Electronic Entertainment Expo is one ideal platform for the PlayStation 4 to be presented -- it hasn't even been seen in public yet, despite a February 21 announcement -- with August's Gamescom and September's Tokyo Games Show other stopping off points.
Microsoft is expected to release the Xbox One toward the end of the year, just like the PlayStation 4, while Nintendo's 2012 Wii U launch was less than stellar despite consolidation for the portable 3DS.
All three are now pitching to audiences that have become accustomed to the significance of smartphones and tablets as almost ubiquitous entertainment devices.