Sony has announced a limited-time Vita price cut of 50 Euros (£40) in France.
The company will offer buyers a rebate for the total on any Vita purchased between June 1 and July 15.
Sony UK just told us: "This is a limited retail price promotion that is only available for a short space of time in France."
In the French announcement (via MCV), SCE Europe VP Philippe Cardon said: "The PS Vita is the latest generation of handheld console and more than 1.8m have been sold worldwide since its launch.
"Its innovations are numerous. With this offer we want to make it more accessible to the greatest number throughout the approaching summer vacation."
Sony CEO Kaz Hirai announced earlier this month that worldwide Vita sales stood at 1.8 million at the end of the company's financial year on March 31, 2012.
He called it a "good start", but acknowledged that "software and services must be strengthened" if the company's to hit its targets for the current business year, which include ten million Vita sales. A price cut will help with that. Now bring it over here too.