Sony is dropping the price of its struggling PlayStation Vita handheld gaming console to $199 in the US and €199 across Europe.

The PlayStation Vita is an incredibly capable console, offering twin analog sticks, a 5-inch multi-touch display and innovative rear touch pad. Such high-end hardware has forced Sony to price it as such, alienating some consumer groups – especially parents – who are looking for a far more affordable device. An ongoing push to bring indie titles to the system has changed helped with the console lacklustre game library, but the cost associated with the Vita has always been an issue.

Sony promised to drop the price of its memory cards today too – another pain point for many consumers – and also plans to introduce new, themed bundles throughout Europe.

➤ Sony Gamescom livestream

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