Sony has said it views PS Vita as "a five to ten year platform".
Speaking to GameTrailers, Sony Computer Entertainment America's senior vice president of PlayStation brand marketing said he's bullish about the system's prospects ahead of its western launch at midnight on Tuesday.
"If you listen to gamers, if you listen to the response people have had, [from people] who've actually got their hands on this thing, it's just been a tremendous response, way ahead of our expectations actually," said Guy Longworth. "And also our customers and our third parties are very excited by this.
"We see this as a five to ten year platform, so we'll judge the success of this in 12, 24, 36 months. We expect to have a great launch, but it's really in 12 or 24 months we'll know how successful it has been."
Ultimately, Longworth said, Sony wants to "establish this as the No.1 handheld console in the world. We think it's the most insane console you can get your hands on."
The exec also promised that major first party studios Sony Santa Monica (God of War), Guerrilla (Killzone), Naughty Dog (Uncharted) and Media Molecule (LittleBigPlanet) will all support the platform directly at some point. "You'll see a number of games coming out from all of our studios," he said.
In the same interview, Longworth attached an autumn launch window to Activision's confirmed but unspecified Call of Duty game for Vita.