Sony's aiming to adopt a more variable pricing structure for PS Vita software.

While the company's still keeping those pricing details close to its chest, SCEE executive Jim Ryan told "I think it would be safe to assume we will take a more tailored approach than perhaps we've done in the past."

The suit was talking at a swanky London preview event last week which hosted the announcement of the PlayStation Vita's European launch line-up. At the event, Ryan admitted that it would be "foolish and naïve to ignore what's happening" in the smartphone sector.

"It's our challenge to ensure that the gaming experience that we provide is closer to that TV console experience than it is to your 69p thing that you've downloaded on your iPhone," he explained.

"If we do that and we provide great value to the consumer on games like Uncharted, I think the possibility to sustain historic console type price points is there."

Ryan was also keen to reiterate that the PlayStation Vita's core purpose is as a games device, echoing similar comments to those reported by Official PlayStation Magazine yesterday.

"Absolutely it does do other things," he continued, "But it has been designed as a gaming device, and a perfectly logical consequence of that is that the gaming experiences you can have on Vita are superior to what is possible on a device that has other functionality at its heart."