Shuhei Yoshida, Sony Worldwide Studios boss, made an effort to justify the $40 price tag of the PlayStation Vita games, in a recent interview. Yoshida stated that the reason behind the high price of the games is rising competition in the market, while saying this he referred to Apple's iOS devices and the 99 per cent applications that are available on Apple Store.
According to Shuhei Yoshida, by increasing the price, the company will be adding value to the entire gaming experience.
Yoshida stated that, "We have a theory that if we create really compelling, engaging experiences that you can spend hours with, you'll see the value of spending 40 dollars against one dollar. "
"I totally understand people who like games like Angry Birds, but if you're a gamer, you're also interested in trying different kinds of experiences, bigger games," reported Computer and Video Games.
SCEA's senior director for PlayStation handhelds, John Koller, stated that the company is planning to invest $50 million on a marketing campaign for the Vita. The company is still engaged in experimenting with the entire price structure of their games, where the market might witness more variety in pricing of the games in future.