UK managing director Fergal Gara says publishers like EA, Activision, and Ubisoft will decide what it will cost to upgrade software from current- to next-gen as part of new promotion.

As part of Sony's new game trade-up program, individual publishers like Electronic Arts, Activision, and Ubisoft will be able to set upgrade prices for gamers upgrading from the PlayStation 3 to the PlayStation 4.

Sony's United Kingdom managing director Fergal Gara told GameSpot this week at Gamescom that this program--announced on Tuesday--is "fantastically gamer-focused" because it gives gamers purchasing confidence this holiday season.

"It will be down to the publisher to decide," Gara said. "That mechanism doesn't affect us, because we're not publishing any titles across both platforms. It's over to the EAs, the Activisions, and the Ubisofts to go and decide what the differential is to trade up."

Gara said it's "exciting" that Sony can offer such a program, noting that the upgrade fee is not expected to be substantial. He did not provide a specific figure, but said it will be "fair."

As part of the promotion, gamers who buy Assassin's Creed IV: Black Flag, Battlefield 4, Call of Duty: Ghosts, or Watch Dogs on the PS3 can purchase a digital version for the PS4 at a "significantly discounted price" when it launches.

Activision has since clarified that the fee for Call of Duty: Ghosts will be $10.

Electronic Arts, Activision, Ubisoft, and Warner Bros. are all participating in the program. The promotion will be available for a limited time, Sony said, and it is not clear if the program will be offered worldwide.

Retailers Amazon and GameStop have launched similar promotions where gamers can trade up to the next-generation version for $10.

The PS4 launches November 15 in North America and November 29 in Europe. The next-generation console will be available in 32 countries in all by the end of the year.

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