Sony has revealed that up to 30th June of this year, they had only sold 2.2 million PS Vita handheld gaming consoles, since the PS Vita’s launch.
German PlayStation head Uwe Bassendowski mentioned the number in the context of the Vita’s marketing during an interview with the PlayFront.de website. Explaining that Sony was now going to start targeting the console at a “young audience”.
Sales Performance and Market Comparison
Back in May, Sony’s CEO Kaz Hirai announced the PS Vita had sold 1.8 million units worldwide, meaning that during May and June, Sony managed to move only 200,000 units each month. This sluggish sales performance has raised concerns about the handheld console’s market viability, especially when compared to its competitors.
To put that in context, Nintendo’s original 3DS handheld console, priced at $250, sold more than 1.41 million more units just after launch than Sony’s PS Vita’s current lifetime sales. With sales of Nintendo’s games console increasing even further after Nintendo cut the price to $170, the 3DS quickly became a dominant player in the handheld gaming market. This stark contrast highlights the challenges Sony faces in capturing a significant share of the market.
Marketing Strategy and Future Prospects
Sony has already stated that new marketing strategies will be coming this year, so let’s hope their marketing department can get the targeting right and increase its sales to the new younger audience Sony is now going to target. The shift in focus towards a younger demographic could be a strategic move to tap into a market segment that is often more receptive to handheld gaming devices.
One of the key aspects of this new strategy could involve bundling the PS Vita with popular game titles that appeal to younger audiences. Games like “LittleBigPlanet” and “Tearaway” have already shown promise in attracting younger gamers. Additionally, Sony could leverage its extensive library of family-friendly games and exclusive titles to make the PS Vita a more attractive option for parents looking to buy gaming consoles for their children.
Moreover, Sony might consider enhancing the PS Vita’s connectivity features to integrate more seamlessly with other PlayStation devices, such as the PS4 and PS5. This could create a more cohesive gaming ecosystem, encouraging existing PlayStation users to invest in a PS Vita for on-the-go gaming.
Another potential avenue for boosting sales could be through aggressive pricing strategies and promotional offers. By reducing the price of the PS Vita or offering attractive bundles during holiday seasons, Sony could make the console more accessible to a broader audience. Special editions and limited-time offers could also generate buzz and drive sales.
Furthermore, Sony could explore partnerships with educational institutions to promote the PS Vita as an educational tool. With the rise of educational games and apps, the PS Vita could serve as a multifunctional device that combines entertainment and learning, making it an appealing choice for parents and educators alike.
In conclusion, while the PS Vita’s sales figures up to June 30th have been underwhelming, Sony’s renewed focus on targeting a younger audience and implementing new marketing strategies could potentially turn the tide. By leveraging its strong game library, enhancing connectivity features, and adopting aggressive pricing strategies, Sony has the opportunity to revitalize the PS Vita’s market presence and achieve greater success in the competitive handheld gaming market.
Source: Joystiq
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