Sony: we need to do a better job promoting Vita

Sony executive vice president and chief financial officer Masaru Kato has told analysts that the company needs to up its game when it comes to promoting Vita

Yesterday the firm slashed its annual sales forecast for portable hardware from ten million units to seven million, and highlighted “the slow penetration of Vita” as a “particularly important” issue to address.

On the subject of Vita’s struggle in the marketplace, Sony’s Kato said (via Seeking Alpha): "Now one thing clear for us that in terms of profitability, we have to do a better job in promoting the PlayStation Vita mobile product. How do we do that? Well, gaming business software is the name of the game. So as a fundamental measure, we are putting all - a lot of resources, not just first party, but also asking third parties to put out more attractive software."

While first party resources are being focused on titles like Killzone: Mercenary and Tearaway, Kato said other factors like the marketing and pricing of Vita also need to be scrutinised.

"The other thing, well, marketing, pricing of the product, et cetera, I cannot talk about pricing of this platform, but those are the things that we are looking into to improve our profitability in the mobile handheld gaming business."


  • Squander - February 10, 2013 7:18 a.m.

    In terms of raw numbers (units sold) Nintendo is on the winner side simply because kids have more time to play than adults and parents are happy when their kids are happy - so they buy them a Nintendo handheld with countless Mario games - no risk involved. Sony is a different story. Moms and daddies would hardly buy a VITA for their kids, it is a sophisticated system that has no playful charme like the 3DS does (and which kiddo wants a VITA when everyone else in the classroom fhas a Nintendo device?). Sony attracts more mature players that have a) less time than kids and b) are much more demanding. kids are satisfied with anything as long as its colourful and cute - this is not the Sony-way. Sony will never reach the numbers of Nintendo simply because they follow anyother strategy - and there is no objective reason that the VITA has a poor roster of games - after 12 months the systems has a plethora of gems but people simply dont pay attention to them. Sony needs better marketing, thats out of question, they need an approach that is both sophisticated and playful. And last but not least, PlaystationPlus must be better communicated - my jaw drops anytime when I see those AAA-titles offered for free.
  • Stillnotlola - February 11, 2013 6:55 a.m.

    Squander, dude. You can't just put things in black and white like that. I don't believe the Vita is having such a hard time because the 3DS is doing well. The Vita's just having the same problem the WiiU's having; it hasn't proven to the masses its value. As a 20 year-old college junior, I can tell you I'm no kid and still I'd pick my 3DS over a Vita any day simply because there's almost nothing that Vita offers for me. I simply can not justify the purchase. No matter how cool Gravity Rush looks. Sony's strategy of simply putting the most technologically powerful system out there isn't paying off. It hasn't been. It never will. I seriously hope Sony can figure that out for ps4, and focuses less on the system specs for it. Anywho. What I was trying to say is that gamers buy systems for GAMES. Well, at least non-discriminative, non-fanboy gamers do. As it stands; Nintendo simply has more to offer gameplay-wise. I'd personally love to buy a Vita. Just need some convincing, because i can count the number of games that interest me with one hand.
  • sandplasma - February 9, 2013 10:50 a.m.

    The vita is a better looking/performing DS. It just doesnt have the games to back it up. I'm also glad I bought mine. I'm ejoying taking some of the classic games like Breath of Fire on the go.
  • mbavalo - February 9, 2013 6:22 a.m.

    What does the Vita need? More Games!
  • sephex - February 9, 2013 3:56 a.m.

    You need to do a better job making games.
  • Divine Paladin - February 9, 2013 11:24 a.m.

    Which is exactly what people were saying about the 3DS until just about a year after it launched internationally, when a bunch of really good games started being announced/releasing. The Vita matches this description word for word, and matches the 3DS spot for spot (barring the price drop). Once the Vita gets the price drop it'll end up exactly like the PSP to the 3DS's...well, DS. (I say the PSP because the Vita will never catch up to the 3DS because the 3DS is more family-friendly and accessible to the casual gamers.)
  • winner2 - February 8, 2013 4:35 p.m.

    I'm glad I bought the vita, although if there's a price cut soon i'll be pissed since i got it in the past 2 months.I haven't gotten to use it much recently due to school and work but i do like it. I wish it was doing better in the market.
  • shawksta - February 8, 2013 2:01 p.m.

    Its not just promoting, it needs special, handheld-wanting games to make people excited and not just weak ports of your console games unless their cross games like Allstars and Sly 4.
  • Tjwoods18 - February 8, 2013 1:43 p.m.

    First of all, you (Sony) need to bring the little black dude back onto commercials. I thought he and Kevin Butler did a good job promoting Sony products together.
  • shawksta - February 8, 2013 1:58 p.m.

    I forgot about that Little kid, yeah he and kevin butler needs to come back and while there at it Hire Chad Warden
  • Stillnotlola - February 11, 2013 6:58 a.m.

    Problem is that he's not a kid anymore. Scary how fast he grew. Wouldn't have the same charm. Haha Plus, i'm thinking Sony's still mad at Kevin for the whole Mario Kart thing.
  • shawksta - February 11, 2013 8:23 p.m.

    I know what you mean but the thing is, Kevin wasnt even remotely advertising it, rather advertising an event following the Motor Vehicle promotion that inlcluded Mario Kart, but oh well. Hope things go well between Sony and Butler.
  • Omrikon - February 8, 2013 12:25 p.m.

    Good luck with that. Vita missed the crucial window for relevance at its launch, and will likely languish in irrelevancy until it stops being supported entirely, like the PSP Go or UMD discs before it. Sony has a history with innovation in hardware, which is fine since they're more than just a game company. However, as most of the comments here (and in other Vita articles) point out, you can't sell a console on it's hardware alone. Games need to be planned and developed in tandem with it so people can actually experience how this new hardware makes things more fun. Otherwise, you end up with a lot of hype and no games to support it.
  • BladedFalcon - February 8, 2013 11:14 a.m.

    And Nintendo needs to find better third party support, and Microsoft needs to stop wasting time with the Kinect. Any other obvious insights there Sony? But it's not just about marketing and price, the vita could cost 100 dollars tomorrow and is till wouldn't buy it, because it lacks a good variety of quality games, simple as that. You want people to be interested in your console, give them games to be interested in.
  • slimjim441 - February 8, 2013 6:10 p.m.

    The features of the Vita are really cool and I've always wanted one. I mean, I mess around with the demo one we have at work all the time, but you're right. There aren't enough good games to justify the $250. My very impulsive friend got it day one (he did the same with the Wii-U), and I told him the same thing both times: I know it's cool. It'll probably go somewhere. But until it does, I'll be waiting. Granted, I have more confidence in the Wii-U just because the Wii had almost a dozen games worth getting, whereas the PSP only had 3 games that even remotely piqued my interest. So, I'll still be waiting for the price cut; then we'll see where it's at. Also, if they made Birth by Sleep downloadable, I would buy the Vita in a heartbeat.
  • JMarsella09 - February 8, 2013 10:49 a.m.

    I'm worried for the Vita. Really, I am.
  • Z-man427 - February 8, 2013 10:31 a.m.

    I love my Vita, but due to lack of games I want to play, it really only streams Netflix and YouTube while I fall asleep.
  • raidramon0 - February 8, 2013 10:30 a.m.

    First comment, and first to say it's about time someone woke up and smelled the coffee. Had they been more serious with the PSP, it would've at least stood a fair chance against the DS.

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