I’m pretty sure we can all agree that the Vita isn’t exactly a sales success. Now, this isn’t indicative of the handheld’s tech specs, which are actually quite impressive. No, this is fact. Simply put, the Vita isn’t very popular, and its low sales reflect that greatly. In fact, a report on CVG indicates that the low hardware figures for the device have driven Sony to cut its annual forecast of portable sales.

Sony Executive Vice President and Chief Financial Officer Masaru Kato acknowledges that the Vita is in an ugly place right now, citing that the decreased annual forecast is due to “slow penetration of the Vita.” Now, aside from Kato’s humorous choice of words, there’s no denying that the EVP and CFO is on to something.

“Now one thing clear for us that in terms of profitability, we have to do a better job in promoting the PlayStation Vita mobile product,” stated Kato. “How do we do that? Well, gaming business software is the name of the game. So as a fundamental measure, we are putting all — a lot of resources, not just first party, but also asking third parties to put out more attractive software.”

It’s obvious that Sony needs to advertise the Vita a lot better. The lack of exclusive software is also a huge blow and impacts the system’s sales incredibly. But what about pricing? Is the Vita overpriced? Some individuals think so, and considering the overall lack of exclusives, it’s hard to disagree. Sony seems to be aware of that, but whether it’ll reduce the price of the Vita is currently under wraps.

“The other thing, well, marketing, pricing of the product, et cetera, I cannot talk about pricing of this platform, but those are the things that we are looking into to improve our profitability in the mobile handheld gaming business,” said Kato.

Sony, just lower the price on the Vita and release some damn exclusives already, will ya?

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