The PS Vita hasn’t exactly sold like gangbusters, as Sony was undoubtedly expecting. Retailers might now be trying something new to get units out the door.

Reports indicate Target is about ready to drop the price on the next-generation handheld, with both the Wi-Fi and 3G models dropping to $199.99. When asked about the cut being official, Target had no comment. The price drop is shown in a proof of a Target ad for the week of August 18, which happens to coincide with Gamescom. Could Sony announce a price drop for the PS Vita at Gamescom?

Sony’s handheld has been struggling a big, with only 600,000 units sold in the quarter, compared to 1.4 million from the year before. A price cut is looking likely, though nothing is official yet. We’ll let you know once it happens.

Source: CVG