Sony is reportedly aiming for a timely launch of its next PlayStation console alongside the Xbox 720 and Wii U.

The next video game console from Sony may arrive sometime in 2013 to get a good standing for the next generation of system rankings.

PlayStation Europe head Jim Ryan recently spoke to Eurogamer TV about Sony's desired plans: "I think we would consider it undesirable to be significantly later than the competition [with the next PlayStation]."

Ryan also defended his company's business strategies among rumors of them being behind its competition.

"There's still a lot of unfinished business on PS3. If you look at PlayStation 2, now in excess of 150 m units installed globally, a huge majority of that was done at price points of £120 or lower. [With PS3] we've only just hit £199 in the U.K., so clearly there's a considerable untapped part of the market there,” said Ryan.

Recent news surfaced surrounding the impending debut and official release of the Wii U and Xbox 720.

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Nintendo's Wii U will re-debut at next year's “Electronic Entertainment Expo” and will hit retail shelves later that year. As for Microsoft's rumored Xbox 720, game studios are reportedly preparing titles for the system's 2013 launch.

Game website Develop previously reported on Sony video game studios and their work on the PlayStation 4.

"Preliminary work on PlayStation 4 games has begun at several internal Sony studios, Develop understands,” said Develop.

"A trusted source connected to the matter has told Develop that various game projects are at very early stages, though didn’t reveal which of Sony’s sixteen first-party studios had been delegated the work,” Develop added.

A first-party development studio for Sony is said to be working on the PlayStation 4.

Game publication and website Edge said the unnamed developer is also apparently involved in building the graphics technology for Sony's next system.

Edge also noted that Guerrilla Games is creating the next installment in the "Killzone" series. Some speculate that this title might be arriving on the PlayStation 4.

Sony has refrained from providing any official comments on its next console thus far.