Sony's goal is to sell 10 million Vitas by March 2013

Sony's goal is to sell 10 million Vitas by March 2013, according to SCE president and group CEO Andrew House.

Speaking with Reuters Japan, House explained the firms expects the majority of the handheld to be sold during the holiday season, once more apps and highly anticipated titles are released.

“The end-of-year holiday season is extremely important for handheld game consoles,” House said. “To that end, we’ve got showcase titles such as Call of Duty and Assassin’s Creed coming out as well as our own first-party software.

"We also want to strengthen the Vita’s online services, so we’ll be adding YouTube and Hulu apps. We want to build up those two pillars: games and online.”

In terms of the Japanese market, Sony's new handheld has not fared well of late compared to its older sibling and Nintendo 3DS; however, with new releases coming out in the country this month - as well as the white model - the firm expects to see a sales boot.

The Crystal White Vita will also be available as part of the Assassin's Creed III: Liberation bundle in the west.

Thanks, Wired.