News Article

Shuhei Yoshida: It's Too Early for a Vita Price Cut

Posted by Sammy Barker

Staying put

Sony Worldwide Studios president Shuhei Yoshida has ruled out a PlayStation Vita price-drop this year. Speaking with, the affable executive noted that engineers are working hard to decrease the manufacturing cost of the platform – but admitted that it’s too early to reduce the system’s price tag.

"People like cheap or free,” he acknowledged. "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.”

Yoshida explained that the platform holder is hoping to address the price concerns with value added bundles. Sony’s announced several hardware packages for the gift-giving period, featuring anticipated titles like LittleBigPlanet Vita, Assassin’s Creed III: Liberation and Call of Duty: Black Ops Declassified.

But asked if it was too early for a price-drop, Yoshida responded: “It’s too early.”

Outside of price, the biggest challenge Vita faces is the somewhat unfair perception that the platform has no games. In actual fact, there’s a slew of content on the way for the system – but Yoshida admitted that releasing more titles is a number one priority for the platform holder.

"From our perspective, we were very pleased to launch with many titles. Many people said we had the strongest launch line-up for a PlayStation platform. But it's amazing how much more people want and how much content they consume," he continued.

"We designed PS Vita as a medium you can spend hours immersed into playing games. That means any amount of content can be potentially consumed pretty quickly. Also, we feel the expectations of people have changed since the launch of smartphone gaming. There is so much available in terms of variety and numbers.

"So we have to continue to work on bringing more content from big titles people are looking for in terms of franchises, to very small, snack-sized, intuitive casual games on the digital distribution side."

One area that Sony can significantly increase the amount of content available on the Vita is PlayStation Mobile. Yoshida added that the platform holder is “working hard to provide an ecosystem like the App Store, so small developers and even individuals can create content and publish on Vita as well as Android devices”.

Do you agree with Yoshida that it's too early for a Vita price-drop? Are you still disappointed with the upcoming software line-up? Let us know in the comments section below.


User Comments (13)



Mahra said:

I Don't really Agree !! They Need To Make a Price-Cut So People Can Buy The Vita ! Since The Ps Vita Sales is Not Too High Thats My Opinion



Folderoll said:

Why not offer a bundle with one of those new games as a download and a mem stick?



moomoo said:

Drop the prices of the memory sticks, or at the very least bundle one with the system and include something like Little Deviants. It's not like many people would buy it anyway, and it shows off the features of the system well.



Sanquine said:

Price quality is just right! But a lot of people can not afford this awesome tech handheld! Friends of mine are considering to buy it but the price is to high for them. I think for a lot of people 200 euro / $200 is the sweet spot ( memory card included)



Kayoss said:

Honestly I dont even know why they even try to bundle the 4gb memory stick with the vita. Why not bundle it with a game and a 8gb memory stick? Until PS+ with cloud saves is implemented on the VIta, the 4gb is worthless for downloading games and saving files. Vita is worth the price, but I agree it is too expensive for the public. I think their main priorities are..

1. Increase sales of hardware:
-this will increase interest of developers
-reduce the price of vita and memory card
-Increase game library and extend exclusive games just for the Vita. because I rather buy $60 game for the ps3 then spend $300 to buy the vita so that i can play the same game. Give consumer an incentive to buy the vita. Cross-buy is a good start. Exclusive is a must for the vita.



hYdeks said:

I agree with this, for what you get with the Vita, it's well worth the price of admission.

As for the bundle idea things, Assassin's Creed bundle is coming out (in north america at least, I have no idea otherwise) with the new assassin's creed, 4gb memory stick and the system for $249.99. Also, I think there's a Madden one with 4gb and system coming soon for the same price, so there pulling out all the stuff to get people to get a Vita.



linkster55 said:

Its unfortunate that their not following in Nintendos footsteps on this one. A simple price cut would dramatically increase sales as well as get themselves in a competitive position within the market.

Personally I'm thinking of the bundle option as it seems to give the most out of what you pay for.



rjejr said:

I think they will hold the line on price this holiday season and then if things don't pick up they'll drop it in the spring. Though I also agree we will see bundling and maybe some other discounts thrown in. The reason my family bought three 3DS last holiday was not b/c of the price drop - though that helped - but everybody was giving $50 GC. A $50 GC on a $179 purchase is a nice chunk of change. My wife got the pink 1 with a $50 GC AND Nintendogs which was about $40 at the time. Sony could give away a 3 month PS+ card or $20 PSN card or credit. Google is giving $25 Google Play credit with the Nexus 7.
And some times I get the feeling Sony doens't really care about their handheld market - see Steve Jobs Apple tv "hobby" - and they only do it to say they have it to shut up the Nintedno fanbois. Have the PSP, PSPgo or Vita really been promoted and pushed all that much? That's 3 systems now. Once the PS4 gets announced at E3 the Vita only continues to exist IF it mimics the WiiU Gamepad.



Sazzie said:

Tried the Vita 4 the first time when i went 2 the Olympics & loved it but didn't luv the £230 price tag.
It obviously isn't too soon 4 a price cut on Ebay as i got a new Vita with case, 16bg card, limited edition blue earphones & screensaver @ £150.
Since Sony r not going 2 have a PRICE DROP ANYTIME SOON!!! I guess the people who bought these @ launch r my only option so that i can get a Vita @ HALF PRICE:-)



Mandoble said:

@linkster55 , 3DS was incredibly overpriced at launch, which is not the case with the Vita. And for what it has, it is even quite cheap compared with a tablet.

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