Sony to Launch $50 Million Marketing Plan for PS Vita

According to a report in the New York Times, Sony plans a $50 million marketing blitz to ensure that the PlayStation Vita sells well in regions outside of Japan. Sony's latest portable in a long line of hits and misses in the space hopes to capture some market share back from Nintendo and Apple. It started out well enough when it launched in Japan, but then sales of the PS Vita died down.

Sony senior director John Koller told the paper that this marketing campaign was "the largest platform launch in terms of marketing investment we’ve ever had." The tagline for the marketing campaign is "Never Stop Playing," and Sony plans to conduct an ad placement blitz during popular television shows, engage in various retail partnerships, use social media spaces, and try-before-you-buy events called Vita Social Clubs.

"Gaming is no longer playing alone in a basement by one person with one machine; it’s all networked," said Jason Elm executive vice president & creative director at Deutsch, the marketing firm Sony is working closely with for the launch.

As is always the case, what matters is really which games will be available at launch. Early adopters will want to play their PlayStation-branded favorites. On that front Sony has enough of a line-up to get gaming gadget junkies excited about the device. Whether that translates into big first-day and first-week sales remains to be seen.

Source: New York Times, IndustryGamers

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  1. 0
    Truec says:

    More people play PS3 than PSP?  Wonder what happened to all those other PSPs they sold.  

    As for the price on the Vita, it's the same price the PSP launched at, and the 3DS.  It's still too expensive, but you talk like the price point is something new.

  2. 0
    GrimCW says:

    … the 3DS released at the same price as the Vita WiFi only, and the Vita has thrice the features, minus 3D. (again, lets not mistake this for 3DS hate, i loved the system, just not the games. it has to few that actually go beyond the "E" label for my taste)

    its only lacking part is in developer support given sony's past, but even the PS3 has suffered from sony's lack of being friendly with the devs. The Vita is actually very HD compared to previous handhelds, and frankly if its an excuse not to go full HD though, i'd rather see it in my hands than on my TV. To many games being pumped out of japan atm are such low quality it makes me wonder why they're even on my PS3 or 360 instead of just having been on my PS2 instead. The options there, they just aren't using it.  So in the end, i'd rather see these games look good where they'll understandably look that way, not blown up and head bobbing with flappy mouths where full facial animation could be achieved.

    as for CC and Dissidia.. CC i can see, Dissidia… not likely, to generic in many ways.

    CC would've been good on any system though with a few updates. hell an upscaled ver for the PS3/Vita would be awesome.

  3. 0
    Neo_DrKefka says:

    Here is the problem it's too expensive. I don't doubt Vista will have sweet games. The PSP has sweet games but I am not a handle held person. It seems the hand helds are an excuse for Japanese Game Makers not to go HD.

    Think of how much better the PS3 would have did and instead of releasing games like Crisis Core and Dissidia on the PSP they release it on a system more people play with.

    Honestly the system is not worth at all if you're going to play one or two games.

  4. 0
    GrimCW says:

    hopefully this time they don't waste time on trying to get movies on the little cartridges like they did with the PSP, leaving its developer support in dwindling from the get go.

    the Vita has a chance at some real life here, but its gonna take a bit of actual dev support to make it work.

  5. 0
    Kajex says:

    Also, what the hell is with Sony? They were pushing for online gaming KNOWING the end result would be playing alone, yet here they are now saying that it's all about "networking" while stating that gamers play in the basement alone. Make up your fucking mind, Sony. Either insult our intelligence or insult our social lives.

    Big hint, if people were actually interested in buying a PS Vita, they'd have bought one by now. Contrary to what you've always thought, people are NOT retards- we KNOW you're full of shit. We knew when you tried to create a fake X-mas blog, we knew when you became hypocrites with Playstation Move (after bashing the Wii for the same thing), and most of us knew when you stated that the priority of gaming should be on hardware instead of software.

    You SUCK.

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