Sony UK boss Fergal Gara said that he hopes upcoming releases such as Call of Duty and Assassin's Creed will lead to more hardware sales.
"We would love it to be selling more and we intend to make it sell more and help it sell a lot more," he explained.
"The feedback from many consumers who've got their hands on it is positive - so that's a very good start.
"The key thing for the rest of the year is the key software drive for the console so as we look towards September, LittleBigPlanet, that really is taking the concept on another level because of the Vita functionality.
"And of course the other key big third party IPs - Call of Duty, FIFA, Assassin's Creed - will do tremendous things for the Vita. So it's our job now to take that strength of software and give people more reasons to buy.
"I think we haven't quite hit the spot with the killer software just yet and I have every reason to think that will happen in the next few months."
Sony's latest financial report revealed declining sales for PlayStation hardware and software.
Sony once again failed to specify individual PlayStation Vita sales, having omitted the same information from its annual financial report.
The firm has since revised its forecasts, lowering the number of PlayStation units it expects to sell.
Watch the Assassin's Creed: Liberation trailer below: