However, on the eve of the console's release Sony has claimed those initial high prices were only preliminary and would never have appeared on the final device.
"The pricing that will be full and final as of tonight, that's the launch pricing - not the price points that may have been seen earlier in the week."
Parity with discs
Gara also sought to give a little context as to why those download prices are still higher than the physical discs available in stores. Amazon, for example, is shipping the same games for £47.00 - a saving of £7.99.
He added: "What we would like to see is that pricing for digital titles, where it is also available on disc, will be comparable. And we want to see an environment where discs still have a chance to succeed and retailers have a chance to continue to prosper, both with disc-based products and with digital.
"Ultimately, I think that when it comes to full games it's still very early days. The DLC space is quite mature already, but full game downloads are still quite new and there's a lot of learning; a lot of trial and experimentation by us, PlayStation Store and of course gamers as to what's right."
- Check out our up-to-date review of the PS4