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Yoshida: "Absolutely" too early for a Vita price cut

Sony Worldwide Studios boss says "laser focus" is on achieving system's potential

Shuhei Yoshida has put to bed any rumours of a Vita price cut, reiterating that Sony is instead focused on seeing the system reach its potential first.

Speaking to Eurogamer at E3, Yoshida was adamant that Vita offers a good value for money proposition at its current pricing.

"From the value for money standpoint, we think we have a good price for what the system is," Yoshida said, after saying that 2012 was "absolutely" too early for a Vita price cut. "Our priority is to achieve the potential through more games and services.

"Of course people who are looking to buy are also talking about the price of PS Vita, especially when they have to buy a memory card as well. That's something we have to spend time to cost reduce and address in the future. But now, our laser focus is to increase the content and to realise the potential of the system."

Vita's current pricing has resulted in relatively low sales worldwide compared to previous hardware launches, with 1.8 million units cited as in international figure as of the end of March.

Sony has predicted a combined figure of 16 million sales for Vita and PSP by the end of the year, but with the PSP still regularly outselling its newer cousin, in Japan at least, Vita might not make up the majority of that figure.

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Latest comments (9)

Peter Bess Software developer 9 years ago
'Sony is instead focused on seeing the system reach its potential first'
Any tech that is not at its potential in this day & age, deserves no respect.

Edited 1 times. Last edit by Peter Bess on 6th June 2012 11:33pm

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Bruce Everiss Marketing Consultant 9 years ago
Gizmondo, Nintendo Virtual Boy, Tiger, Atari Lynx, Sony Vita. The history is already written.

I work in a company full of game nutters and none of them has bought a Vita.
Several of them have bought iPads.

Quite simply the world has moved on and there is no way that the Vita can come anywhere near beginning to compete with the AppStore. Cutting the price will not help very much because it would still be hugely uncompetitive as an ownership experience.
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Peter Dwyer Games Designer/Developer 9 years ago
Yea I love the Vita it's a beast of a machine when used right but, I'm certain Sony know it needs a price cut badly. The real question to ask is can Sony currently afford to give it one?

I know they are effectively trialing a cut in France at present (or will be shortly) and I'm guessing that if that goes well for sales we'll see the same "Summer offer" roll out everywhere. It will simply last for a very long summer.
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Show all comments (9)
Andrew Goodchild Studying development, Train2Game9 years ago
The first thing they could address is the memory card price issue. Any system that wants to encourage downloaded content but then prices the storage you need at prohibitive levels automatically has a problem.
The issue with the price of the system is that it is a decent price for what's in there, but a bad price for what a lot of people want to spend on a handheld.
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Doug Paras9 years ago
and nobody plays any real serious games on Ipads unless you think Angry Birds is hard core gaming for you Bruce.
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David Radd Senior Editor, IndustryGamers9 years ago
The Sony Vita could use a price cut, but I think it comes down to Sony Corp. issues. The company can't afford to take a wash right now on the price, so it will stay where it is until they reduce the component cost.
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Peter Bess Software developer 9 years ago
Lol. Bruce you should do stand up.

With the VITA, their target is Male mid-20. Are hardcore gamers that desperate that they cant leave their house without playing a game. I know one group that is, but this aint targeting them. Most people would play an inferior device, one that doesnt include memory, that doesnt have a stock pile of apps, camera bothsides are average, still cant properly remote play, cross play is a joke etc. If I was to ask most that own one they probably use it at home. The gaming looks good but the new iPad & Samsung G3 also look sharp too. Atleast with Nintendo, they try & target everyone. From kids to Adults not so much in the middle.
From the rate technology is going this is going to irrelevant by iPhone 5.
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Rick Lopez Illustrator, Graphic Designer 9 years ago
SONY just loves to lose money... around my neighborehood... i only know ONE person with a VITA. It needs a price cut badly, they need to shift as many units possible and create a strong user base and at least make money on software and digital sales. Also its full of features but frankly I just want to pop in a game and play, all these online features are nice but they are not relevant to me. thing with the iPAD, is that it can be used for other things other then gaming. Like work, presentations, video conferances, and it can be multimedia entertainment hub for different forms of digital content, streaming to differant devices, you can use it to comunicate and it does it all in a more intuitive practical manner. VITA is at its core a gaming device and I feel it should have features taylored to gaming and should have not invested in features that would likely not be used.

Price cut helped 3DS inmensly and they are starting to show an impressive lineup of software. SONY should do what Nintendo did, but then again, Nintendo and SONY have differant approaches. Nintendo is a game company, they are in the business to make games, SONY is in the business to sell games. Its the same coin, just 2 differant sides. And I think this is were SONY is failing.

And Im Sorry the proprietary Memory stick that it uses was a completly unecessary thing. I think they could have made it so it can use generic memory stick pro's. I dont think a special memory card solution was required to save games or even play Downloadable software from them. I think they should pack it in for free.

Edited 1 times. Last edit by Rick Lopez on 8th June 2012 1:23pm

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David Amirian Writer 9 years ago
price cut so that what, people don't buy it? content is what is needed right now. no one is going to buy it just to put it on their shelf no matter what the price.
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