Sony on PS Vita: 'Its a marathon, not a sprint'

Sony is confident that its PlayStation Vita hardware line will have success. Speaking to GamesIndustry International, Sony marketing manager John Koller said he is pleased with the device's price positioning amidst a market stuffed with competition from Nintendo's 3DS, as well as smartphones and tablets.

He would not comment on the possibility of a price cut in the immediate future, adding that Sony is in it for the long haul with regards to the PS Vita.

"I don't want to get into anything specifically, but I do want to say, as we've said multiple times, it's a marathon, not a sprint," he said. "And it's certainly going to be a marathon for Vita. It's going to be a very good, solid platform for us, one that performs very well."

In August, Sony Worldwide Studios boss Shuhei Yoshida said 2012 was "too early" for a PS Vita price cut, confirming that no reduction was planned for the year. The PS Vita launched in February 2012 with a Wi-Fi-only version at $249 and a Wi-Fi/3G model retailing for $299. Sales of the portable are nearly in line with company expectations, according to Sony CEO Kaz Hirai.