Japanese analysts calls for PS Vita price cut

By on August 8, 2011

Slash price or the “run the risk of failure”.

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Japanese analyst are warning Sony of a “major failure” if it does not drop Playstation Vita’s price to compete with 3DS’ new tag.

“Gamers are increasingly anticipating Sony to lower prices, especially after the 3DS cut,” Ace Securities Co’s Hideki Yasuda told Bloomberg.

“Sony is under major pressure to cut the price of the Vita or risk a major failure.”

Another analyst, Nikko Securities’ Kazuharu Miura, said he might have to reduce his previous Vita sales estimates of 2.5 million if the platform is not supported by strong titles if Sony keeps the current price tag.

Not all are of the same opinion, though. Nomura Holding’s Shiro Mikoshiba argues that Vita has a different target audience that are willing to pay a lot of money for a  high-end gadget like it.

“The customers Sony is targeting with its Vita are those willing to spend a lot of money. That’s a valid strategy even if the volume’s low as long as it can sustain the higher price,” he said.

Sony chairman Kaz Hirari resonated a similar sentiment while addressing the press at the Sony HQ recently.

“We packed so much into the device and made it very affordable,”he said. “There is no need to lower the price just because somebody else that happens to be in the video game business decided that they were going to lower their price.”

Personally, Vita is perfectly priced. It’s a great gadget loaded with some pretty nifty features. Of course, software maketh the hardware, and so it will also depend on the developer support for the system. So far though, it’s looking pretty damn good.


Mufaddal Fakhruddin is the Editor for IGN ME and thinks writing in third person about himself in an about me section is weird.

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