SCE UK chief Fergal Gara admits he'd love to see Vita selling better, but believes its best months are still to come.
The MD told MCV that with Call of Duty, FIFA, Assassin's Creed and LittleBigPlanet on the way this Christmas, there's every reason to believe the machine's performance will improve as we head towards the crucial peak selling period.
"We would love it to be selling more and we intend to make it sell more and help it sell a lot more," he explained.
"The feedback from many consumers who've got their hands on it is positive – so that's a very good start.
"The key thing for the rest of the year is the key software drive for the console so as we look towards September, LittleBigPlanet, that really is taking the concept on another level because of the Vita functionality. And of course the other key big third party IPs – Call of Duty, FIFA, Assassin's Creed – will do tremendous things for the Vita. So it's our job now to take that strength of software and give people more reasons to buy.
"I think we haven't quite hit the spot with the killer software just yet and I have every reason to think that will happen in the next few months.?
Sony says it will be working alongside the likes of Activision and Ubisoft in order to ensure Creed and Call of Duty are reasons to pick up the high-end handheld.
"Our first and foremost job is to drive install base and those IPs are owned by those guys so we'll put our arms round them and work collaboratively with both teams to make the best of it," he said.
"You saw an example of how Assassin's Creed may be presented there with the white Vita pack and bundle. That's an example of how you can take the game and go the extra mile by working together."