The UK VP and MD of Sony Fergal Gara has stated that the PS4 pre-order shortage is due to purchase numbers being, “higher than we’ve ever seen in 20 years.”

Gara explains the issue;

“The problem with pre-orders, which is a good problem to have, is that they’re very high. Higher than we’ve ever seen in 20 years in this business.”

Due to this Sony has, he claims, “a situation to manage” commenting, “as an ex retailer myself I understand this at least as well as anyone else: we need to help retailers manage the expectations of their customers and not let them down. And that is why we advise them that, from August the 5th, they should not guarantee anyone they will get their unit on day one.”

Gara says that this move is to secure the testimony that, “nobody over promises and under delivers” as Sony deals with, “what is genuinely very high demand”.

The re-organisation of management to handle this issue is now under way according to the Sony spokesperson, “now we have the dates logged on…start the nitty gritty conversations with retailers about exactly how many units they’re going to get, so they may be able to satisfy some of the second post pre-order list on day one, or not.”

What do you make of Sony’s currently situation? Do you believe they will handle the shortage well? Let us know what you think in the comments below.