Sony shoots down Vita price cut hope

Sony Worldwide studios boss Shuhei Yoshida has confirmed in a EG interview there won't be a price-cut in the near future for PlayStation Vita.

A price-cut for E3 had been predicted for the show after weaker than expected sales of the handheld since its launch beginning last December in Japan. That never came during Sony's E3 press conference on Monday.

"From the value for money standpoint, we think we have a good price for what the system is. And our priority is to achieve the potential through more games and services," said Yoshida.

"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 currently retails for $249/€249 and ¥24,980 for the WiFi model of the handheld. Get our Yoshida interview from E3 here.