"We always aim to establish price cuts," he said. "So the question is not so much if, but when." Rather than drop the price, Sony is opting for bundles in the UK, "for example wi-fi Vita plus LittleBigPlanet at the £200 price point. There's the wi-fi product again plus FIFA 13 plus Uncharted Golden Abyss plus LittleBigPlanet at not much above the £200 price point."
Timing on an official price cut, and not just an effective one that throws more things into the box, is "still under discussion," Gara said. According to statements made by Worldwide Studios head Shuhei Yoshida at Gamescom, Sony is working on reducing the cost to produce the Vita, and will only drop the price once that is achieved.