Kaz Hirai has taken the position of President of Sony Computer Entertainment as Ken Kutaragi stepped aside to become chief executive officer (CEO).
Previously, Hirai lead Sony's North American arm, but this role will now be filled by Jack Tretton.
Sony has been quick to insist that, although Kutaragi will no longer be the president of SCE, he will still have a significant influence over operations at one of the company's largest divisions:
"Kutaragi will continue to oversee the entire SCE group as chief executive officer, and will fully exercise his power to reinforce and further accelerate the development of the PlayStation business."
The reorganisation comes only weeks after the PS3 finally launched following a number delays and manufacturing problems.