Analysts call for Vita price drop in wake of 3DS cut

Monday, 8th August 2011 02:56 GMT By Brenna Hillier

Japanese analysts believe Sony should follow Nintendo’s lead and lower the PS Vita’s price.

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

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

SMBC Nikko Securities’ Kazuharu Miura, who had previously predicted Vita sales of 2.5 million by the end of March, echoed this message.

“If strong titles aren’t there for Vita, there is a risk I might have to cut my estimates,” he said.

On the other side of the fence, Nomura Holdings Inc’s Shiro Mikoshiba said Sony has a different audience and doesn’t need to ape Nintendo.

“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.

Predictably, Sony agrees.

“We have a very good product at a very affordable price. There’s no need to lower the price just because somebody else that happens to be in the video game industry decided they were going to,” Kazuo Hirai responded.

Following grim financials and the console’s under-performance, Nintendo announced a significant, global price cut for the 3DS last week.

Thanks, Kotaku.



  1. ultramega

    Analysts… lol.

    #1 3 years ago
  2. The_Deleted

    What does Pach Man think?

    Seriously, Analyst must be the vaguest, easiest job in the world.

    Lol… Anal….

    #2 3 years ago
  3. TVs Everywhere

    Those analysts don’t seem to be thinking this through (as if they ever do…).

    What would Sony even gain by dropping the Vita’s price? This isn’t your run-of-the-mill, tit-for-tat price drop war you see with Wal-Mart battling it out against Target for the lowest price of tube socks. These are two completely different products with the Vita being exceptionally well-equipped. With the touch screen and rear touch pad, dual analog sticks, OLED screen and 3G, do these “analysts” honestly expect Sony to shake in their boots that Nintendo has finally decided to price the 3DS what it was supposed to be since launch?

    The Vita’s competing against the 3DS in some way, but the competition isn’t THIS direct. They’re not equivalent enough to call for a price war. And the fact that the handheld is $250 as it is makes it a pretty good value, IMO.

    #3 3 years ago
  4. irontag

    @3 You not stating a opinion. You sir are stating the truth.

    #4 3 years ago
  5. Dannybuoy

    I wish these analysts would try and push for a drop in petrol prices or something useful. Not a console that’s not even launched yet.

    #5 3 years ago
  6. Gekidami

    This analyst isnt being very realistic, i cant imagine Sony are getting much of a profit at the Vita’s currently announced price (they maybe even already selling at a loss), i doubt they’ll be interested in even less profit.

    It always amazes me how analysts seem to ignore what a product is actually worth, fact is the 3DS should have been at 170 from launch, and the Vita priced higher simply because its better equipped. Do we really live in times where a phone costing over 600 is perfectly normal, but a portal games console has to be under 200?

    #6 3 years ago
  7. frostquake


    Are you KIDDING…Speculators in WallStreet are the SINGULAR reason Gas Prices are so f’ing high now… I think a WORLD law should be passed that analysts and speculators should not be allowed to influence prices, oh wait there is, but they have away of getting around it.

    As for prices, there is NO F’ing reason to lower a price until it releases and see how it sales.

    and YES, OBVIOUSLY..if there is not a Strong Line up of games, the Hand Held will not sell as well as if their were a ton of great games during its release.

    Analysts and Speculators get paid 100′s of Millions of Dollars to do what anyone could do, guess! I hate BOTH of them!!

    #7 3 years ago
  8. viralshag

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

    Ha, are they? I thought people were extremely surprised and happy with the PSV price when it was announced, considering all the features it’s meant to ship with.

    While I still have my doubts about how successful the PSV will be, mainly because of the whole smartphones replacing handheld thing, the PSV still seems like the “next gen” for handhelds. The 3DS was… well, that was a bit meh and the 3D was pretty rubbish gimmick to say the least.

    #8 3 years ago
  9. The_Red

    I don’t think prices of Vita and 3DS are comparable. 3DS was overpriced at launch while Vita seems to be priced way below its initial cost for Sony. Sure, they will lose a few customers with a much cheaper 3DS on the market by 2012 but not enough to warrant even more losses for each Vita sold.

    #9 3 years ago
  10. Blerk

    They don’t need a price drop, they just need some compelling software reasons to buy one.

    #10 3 years ago
  11. manamana

    ^ +1 software sells hardware. That was and still is the number one reason to buy a console, handheld or smartphone.

    #11 3 years ago
  12. Blerk

    Keeping the prices of the games down wouldn’t hurt, either.

    #12 3 years ago
  13. HauntaVirus

    Not sure who gives a **** about the 3DS, its a child’s toy. Do analysts really think Sony would drop the price before launch???

    #13 3 years ago
  14. fouzi fayaz

    i dont care just give us the damn thing already

    #14 3 years ago
  15. ManuOtaku

    Well i prefer if they drop the prices of the games on the handled side of things (sony/nintendo), but thats another complete different thing, but for me the price is right, as it was with the 3DS IMHO

    #15 3 years ago

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