The new head of EA Labels, Frank Gibeau, believes that the features Sony has built into their new handheld console will be more attractive to smartphone users than those in rival Nintendo's 3DS handheld console.
He said recently: "I think Sony has got a shot because they have some really unique innovation in the control scheme, the technology and the screen. It's got a lot of social features now so that you can actually communicate with our friends and be social.
"You can't ring them up by putting the device up to your ear but in general I think they've got most of the capabilities that you'd find in a smartphone, with some unique capabilities that make them stand out."
PlayStation Vita is the successor to the PlayStation Portable and is set to release in Europe in early 2012.
The handheld includes two analog sticks, a 5-inch OLED multi-touch capacitive touchscreen and supports Bluetooth, Wi-Fi and optionally 3G.
The Vita features a 4 core ARM Cortex-A9 core processor and a 4 core SGX543MP4+ graphics processing unit.
The device is fully backwards-compatible with all PlayStation Portable games digitally released on the PlayStation Network.