Sony is taking the threat of cheap smartphone games to its portable business seriously. According to SCEE boss Jim Ryan, the company plans to take a “more tailored approach” in regards to software pricing.

Unlike Nintendo, which time and time again has shrugged off rapid smartphone growth, Sony feels it’s a subset of the market that would be “foolish and naïve to ignore.”

“It’s our challenge to ensure that the gaming experience that we provide is closer to that TV console experience than it is to your 69p thing that you’ve downloaded on your iPhone,” Ryan told GI.biz.

“If we do that and we provide great value to the consumer on games like Uncharted, I think the possibility to sustain historic console type price points is there.”

Obviously, retail offerings add quite a bit of overhead, but there’s always the chance that Sony could compete with smartphone pricing on the PS Store – with smaller titles through digital delivery.

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