Eurogamer

With PlayStation Vita Sony is targeting men in their 20s who play video games eight hours a week or more and own a PlayStation 3.

In the US Sony is spending $50 million on marketing the handheld to this target audience, according to a report in the New York Times.

John Koller, director of hardware marketing at Sony Computer Entertainment America, told the paper Vita "is the largest platform launch in terms of marketing investment we've ever had".

Vita would allow users "to feel engaged and still feel like they're playing on a console" he said.

In the US the theme of the advertising campaign is "Never Stop Playing". Sony has hired marketing company Deutsch to create ads for the device and push Vita's presence on social media, such as Twitter. The hashtag #gamechanger will be used on telly ads, billboards and digital banner ads in an attempt to funnel online discussion of the device into one place and get Vita trending in the run up to its 22nd February launch.

Deutsch said the audience is "very socially plugged in, mobile, out and about, both physically and on the internet".

Sony will buy promoted Twitter posts that direct consumers to the official Vita website. The Facebook PlayStation page has a Vita tab and how-to videos.

US TV spots are designed to show how Vita "affects you socially" and how you're able to continue your home console gaming while out and about. They air during The Simpsons, South Park and basketball games.

Sony Computer Entertainment Europe is also gearing up for a big Vita push, with a major marketing effort expected in the UK.

Vitas are already playable in all GAME and Gamestation stores across the nation via dedicated Interactive Display Units, and Sony has taken the handheld on tour with its PlayStation Vita Rooms initiative, which lets consumers go hands on with demos.

But despite Sony's heavy investment in the hardcore gaming device, some analysts have expressed concern over its long-term success, pointing to tough competition from cheap gaming on mobile phones and tablet devices.

The Wi-Fi only version of Vita costs £230. The Wi-Fi and 3G version costs £280. Games cost as much as £40.

http://www.eurogamer.net/articles/2012-02-13-sonys-USD50m-vita-marketing-campaign-targets-ps3-owners

Wouldn't them giving away 200,000 units of Vita a better publicity? That's 200k "sales" right at launch :)

I like the way you think Galaki.

In all seriousness though the price for the thing in Britain and Australia is a bit of a joke. Does 40 pounds seriously equate to $40USD for Sony or is it to do with taxes?

"With PlayStation Vita Sony is targeting men in their 20s who play video games eight hours a week or more and own a PlayStation 3"

That's too bad 'cause these people already own a PS3.


"Vita would allow users "to feel engaged and still feel like they're playing on a console"."

That's probably the last thing "hardcore" gamers wants... in public...


"In the US the theme of the advertising campaign is "Never Stop Playing"."

Then maybe they should have included batteries that lasts longer than 4 hours?


"US TV spots are designed to show how Vita "affects you socially" and how you're able to continue your home console gaming while out and about."

I'm pretty sure they're talking about negative effects here.


"But despite Sony's heavy investment in the hardcore gaming device, some analysts have expressed concern over its long-term success, pointing to tough competition from cheap gaming on mobile phones and tablet devices."

...Because "hardcore" gamers would much rather play games on mobile phones and tablet devices...



This article pretty much sums up Vita's future.

Taxes I think, but with the weak dollar it's kind of ridiculous, as in most places Vita on its own is around £210 - which translates to about $330-340, and that's just the regular wifi version.

Getting taxed like bitches.

Damn Vita better have some luck... Why would Ps3 owners or 360 for that matter buy a Vita ? Maybe for new Ips but to play the sames games ?? Damn they´re better playing them on 360 or Ps3.

What Vita needs is to have a catalogue like DS and like what 3DS already has and will get.

I will buy a Vita, like tens of millions of people will do eventually. There are only 2 games I really want a 3DS right now: Mario Kart and Super Mario.

Also your prediction is the worst Ive seen, consoles will never launch at Spring unless they have shipping problems, it will be holidays period.

So Sony is spending 50 mil. dollars to be in last position of a generation like PS3 is?

not really wise is it?

open to new Horizons is thE key of a success. however happy them + happy all!

What in the world are you talking about? He didn't make a prediction, he only asked an important question.

Anyways... it looks grim. I don't see those people buying the Vita, and if they do they are a grave minority. To attract the masses, they need to change their image pronto. Handhelds need to look and be affordable. The Vita isn't achieving that. And now they're marketing to the 3Million  people who will already buy it regardless... I don't know what to say. They need to market to the masses who POSSIBLY own a PS3. They need to market it at the movies, in movie stores, places like that which complement the hollywoodian Playstation image.

They need to target kids 8-12. That is the main handle held player. Thats why nintendo deos so well tehy target kids, and let pokemon and mario drop massive sales.