President of SCE Worldwide Studios Shuhei Yoshida is confident that consumers will happily pay full price for Vita games.
Titles for the new handheld vary in price - both digitally and at retail. Games are available from £4.79 for downloadable titles like MotorStorm RC, to £19.99 for mid-range games such as Ridge Racer, to £44.99 for Uncharted: Golden Abyss and other triple-A titles.
But Yoshida claims that, despite the rise of 69p apps for iPhone, iPad and other portable devices, gamers will still pay full price for Vita games if they are of high enough quality.
"We have a theory that if we create really compelling, engaging experiences that you can spend hours with, you’ll see the value of spending 40 dolars against one dollar," he told VentureBeat.
"Gamers love all kinds of games. I totally understand people who like games like Angry Birds, but if you’re a gamer, you’re also interested in trying different kinds of experiences, bigger games.
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