Sony Worldwide Studios boss, Shuhei Yoshi has it aims to justify the £40 price tag on PlayStation Vita games by creating experiences that provide value.
In an interview VentureBeat Yoshida explained Sony's reasoning for pricing games so highly given the competition, namely Apple's iOS devices and the 99-cent Apps available on its store.
"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," he explained.
"Gamers love all kinds of games. 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."
According to the exec Sony is still experimenting with the pricing structure of its games, opting to adopt a more varied range of price points than it has in the past.
"For the past consoles, we had a pretty rigid price range we kept to. This is a full-price game, $60, this is a Greatest Hits, $30. Like that. But for PS Vita, you'll see games that sell for $50, $40, $30. And on the digital, $45, $35, $23, $15, $10 and $5. A very wide variety of pricing. We're looking at each title and the value and scope of the content, and trying to match people's value perception with the pricing."
He also said the company has broadened its view and is looking beyond "big-budget, triple-A, $40 titles" so that it can accommodate fans of smaller gaming experiences.
John Koller, SCEA's senior director for PlayStation handhelds, has said Sony intends to spend $50 million on its Vita marketing campaign.