Sony Worldwide Studios president Shuhei Yoshida hopes that a range of Vita hardware bundles will help drive sales this Christmas.
Echoing recent Vita-related comments made by SCE UK boss Fergal Gara, in which the exec said "we would love it to be selling more", Yoshida told GamesIndustry.biz that a lack of content and services is probably responsible for the portable's lacklustre start at retail. He also acknowledged some consumers' pricing concerns.
"There are millions of people we're sure will enjoy playing PS Vita games. Our job now is to decipher what's preventing these people from making the jump. Our priority right now is definitely to bring more content.
"And for the people who are hoping that the PS Vita becomes more affordable, we are creating new bundles and adding new value to the package. We're hoping that this Christmas more people will jump over to the Vita."
Yoshida recently said Sony was "having a more difficult time than we had anticipated in terms of getting support from third-party publishers", but he told GI.biz things now appear to be looking up.
"In terms of new content and new system and service features, we can add that, and we can work with third-parties to get more. We're getting a very good feeling when we talk with third-parties companies, and of course we're developing our own titles."