Sony’s Mishandling of Vita Shows They Don’t Understand the Handheld Market

Two and a half years later, Vita is not producing the numbers Sony had hoped, and support for the system is shriveling up. What happened? Looking at remarks from some of the top executives of the PlayStation brand, it becomes apparent that Sony doesn’t understand the handheld market.

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Dudebro901607d ago

Their problem always has been they try to take a console experience and smash into a portable system. There are people that enjoy that, but that market is much smaller compare to the 3ds and Nintendo market.

iamnsuperman1607d ago (Edited 1607d ago )

And the Vita is at an instant disadvantage where Nintendo has established pick up and play titles such as Pokemon or a Mario game. I think their direction was wrong (not enough people want that the full console experience on a handheld). What people want is pick up and play games (something Nintendo has nailed and established a long time ago)

miyamoto1607d ago (Edited 1607d ago )

You hit the nail in the head!
Well said!

That's why the title of the article is very wrong.

Sony knows & understands full well Nintendo's market and success.

But like the original PlayStation Sony targeted the older gamers, the 19 and up, the hardcore gamers, with PSP & PS Vita. Not Nintendo's "we aren't targeting children enough" market.

Anyone can tell by the games and exclusives on Nintendo handhelds & the PlayStation handhelds. Nintendo's games are geared towards the young gamers while Sony's games are geared toward the hardcore.

PSP & PS Vita never was competing for Nintendo's market. Infact Nintendo designed the 3DS to steal PSP's market share by cutting a deal with Nintendo to make Monster Hunter, PSP's most sold game, exclusive to 3DS.

PSP really tried to bring the hardcore console gamers to portable gaming. 82 million PSP units sold is proof of that. Those were the times when what worked in Japan also sold gangbusters outside Japan. Also what worked on consoles don't work with handhelds anymore.

PS Vita used the same PSP mandate & goal and really tried to bring the hardcore console gamers yet again to portable gaming.
A noble endeavor indeed. This shows how committed Sony is to its captured market since 1994- the hardcore adult market.

But this time around success eluded the PS Vita.

Times has changed . The gaming landscape has changed.
Nintendo defined handheld gaming as "Handheld Gaming for Kids & the Casual" not for hardcore gamers. Mobile Gaming even made that definition even more truer today.

I told Mr. Shuhei Yoshida, President of Sony Worldwide Studios on Twitter numerous times, to have a perfect balance of
1) AAA from their best studios like Naughty Dog, Sucker Punch, etc. & big 3rd party devs like Activision &
2) popular games for kids & casuals.

But I understand you can't flip switch just like that.
At least now they are trying my suggestion I just hope its not too late and can turn around the PS Vita like they did the PS3.

voodoochild3461607d ago

You really need to stop with this bs about "hardcore" gamers. There's nothing "hardcore" about the majority of games out today. The term hardcore is something insecure people such as yourself use to feel like you are doing something other than playing games. Also sorry to be the one to tell you that the majority of the people who buy "hardcore" games are casuals.

ThatOneRiggaNob1607d ago

Lol if they understood the handheld market they would've known Nintendo got that on lockdown and just kept to consoles.

WeAreLegion1607d ago

But Nintendo had the console market locked down before Sony came onto the scene.

Artista 1607d ago (Edited 1607d ago )

They took the same approach as they would to their home console.

Sony put out a more 'powerful' hardware than the 3DS, Just putting out sleek hardware isn't good enough. Games, games and games, you've gotta back it up with software.

I feel like they accepted defeat so easily, declaring it a companion device. An expensive one, that is.

DrRobotnik1607d ago (Edited 1607d ago )

They didn't learn from Sega's mistakes. Being the most powerful might be true in the console universe. But in the handheld market, it really is all about the games. Game Gear far out performed the original Game Boy...but when that Pokemon came out, that was the nail in Game gear's coffin. And then the coffin was thrown into a volcano.

SquidBuck1607d ago

You can say the same thing about Nintendo and the console market.

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