Sony's Andrew House has stated the competitive pricing for PS Vita had been decided to "build rapid momentum" for the handheld come its launch.
Speaking in this week's MCV print edition, House explained hoe the company wanted to push for the mainstream market as rapidly as possible - and that meant the £229 entry price for the Wi-Fi only version of the machine.
"We needed an aggressive starting price to move quickly from a core technology adopter to a mass market audience," he explained.