Sony says "it's too early" for PS Vita price cut

Cost reductions will come, but Shuhei Yoshida says it will take time

Many feel that a price cut would potentially give a shot in the arm to the PS Vita and possibly give it a lift before the coming holiday season. Sony Worldwide Studios president Shuhei Yoshida, however, indicates that isn't likely to happen and that some of the recently announced bundles for the system will have to suffice.

"People like cheap or free," he said. "Of course, cost reduction is one area our engineering team is working on. But we just launched the platform earlier this year. It takes time to do so."

"At a certain point in the future we would like to address the pricing issue for some of the people who are waiting. But this year we are trying to add value by creating different types of bundles. We announced we will provide LittleBigPlanet PS Vita bundle pack. That's affordable for people who are looking for a good deal."

When asked flat out about a price cut, Yoshida said, "No, it's too early."

Nintendo cut the price of the 3DS from $249.99 to $169.99 in North America a half year after launch when early sales failed to meet company expectations. Sales of the system improved after the price cut and Nintendo recently launched the first 3DS variation in the 3DS XL.

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Latest comments (7)

James Verity4 years ago
if Sony don't cut the Vita's price (and it's memory cards) by xmas 2012 it'll be to late... people will be saving there cash for the next gen. consoles (let alone for the next iPhone or iPad released this year)...

Edited 1 times. Last edit by James Verity on 17th August 2012 7:18pm

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Dave Wolfe Game Developer, Cosmic Games4 years ago
I don't think the Vita itself really needs a price cut as much as the memory cards do. I was going to buy a Vita as soon as they became available until I saw the insultingly high cost of the memory cards. $99 for a slow 32GB card is just saying "fuck you" to their customers.
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Andrew Goodchild Studying development, Train2Game4 years ago
It just seems to me propriatary memory was a mistake caused by legacy thinking. For PS one and PS2, overpriced memory was a money spinner, but crucially the amount of data storage needed was relitively insignificant. When downloadable games/ content becomes part of the strategy, making storage as cheap as possible so that people can consume more content is crucial. With the PS3, being able to install a neww HDD of up to 1TB seemed like an acknowledgement of this. These memory card prices are a massive step backwards, especially as looking on Amazon I see SD cards have hit 42p per GB.
Apple may get away with charging more for memory, and indeed, making memory no expandable on iOS, but then game file sizes are much lower on average.
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Show all comments (7)
Gareth Jones Senior UI Engineer, Massive Interactive4 years ago
I'm afraid I really don't agree or even understand with this whole cost argument that so many on this site seem to be peddling.

So, because Angry Birds costs less than Uncharted, the price of Uncharted should be lowered to be more competitive with Angry Birds?

No. Uncharted and all the other triple-A games can't even be compared to Angry Birds and all the other throwaway casual games out there. They are worlds apart. I play both kinds of game and enjoy both in their own way: casual games when I just need to kill some time and "proper" games when I have some real gaming time in the evenings.

I am not the only person on the planet who does this, and yet the writers on here seem to continue to make claims that the marketplace simply isn't exhibiting. Yes we all know you want $99 hardware that plays freemium games but guess what - such hardware would be underpowered and would not deliver the experiences that we all - as gamers - say that we want. You can't have it both ways and I would expect people who work in the industry to know that more than anyone else.

What's also interesting is that those who peddle the price argument seem to think that these iOS and Android devices grow on trees. I paid over 500 for my iPhone and I don't consider that sum so insignificant that it should be written off when discussing the price of entry to these platforms.

In order to play Angry Birds I would have to shell out ~400 + 0.69 to do it on a phone, or ~300 + 0.69 to do it on a device that is not a phone. To play Uncharted however I would have to pay ~300 + ~30. Not so much of a difference after all is it?

Yes I realise there are cheap Chinese tablets out there that will run the game for ~200 but even my grandmother would appreciate why you can't compare one of those to the well-built, high-quality, state of the art hardware that is a Vita.

So please quit pretending that playing casual gaming is so cheap that it's basically free, and that in order to compete with this Sony needs to give away its gaming hardware for nothing. It simply isn't the case.

Everyone I work with who hasn't yet bought a Vita says "lack of killer games" as the reason that they haven't yet bought one. Literally no-one has said the console itself is too expensive.

Sony's Vita and the triple-A games on it aren't even in the same league as the casual games that you play on touchscreen-only devices that some of you seem to believe is the zenith of gaming. I find it incomprehensible that anyone would even suggest that a proper gaming ecosystem with proper games cannot succeed in the face of throwaway experiences on other platforms that cost at least as much and in some cases much more.

It seems like a fair few people on here really need to wake up and consider what is realistic versus what is communist fantasy.

Edited 1 times. Last edit by Gareth Jones on 19th August 2012 11:56am

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Curt Sampson Sofware Developer 4 years ago
It would be nice to see some real data on how much price really is a barrier for the Vita. I've so far seen only anecdotal evidence or, worse yet, personal opinion.

(For what it's worth, my anecdotal evidence is that the price is not much of an issue at all amongst my friends and I who considered but didn't buy Vitas. Effectively locking the console to a single PSN account was the biggest problem for most of us, followed by a lack of software.)
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Rick Lopez Illustrator, Graphic Designer 4 years ago
Seriously SONY? Boy are you arrogant and stupid. The price is the thing preventing it to be sold in the first place. id pay that kind of money for a home console.
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Adam Campbell Producer, Hopster4 years ago
I completely disagree with them.

Even without quantifiable facts and data, at the crucial point running up to Christmas, I personally have no doubt a price cut would be a massive boost to the sales of the platform. I'm of of many that would go out and buy it at a new, even more aggressive price point whilst I would continue to ignore the 3DS.

Also, memory prices are a joke and I don't know why Sony can't see what they're doing wrong. They need to slash the prices right down to compete with SDHC or at the very least MicroSDHC prices...

Edited 1 times. Last edit by Adam Campbell on 22nd August 2012 6:05pm

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