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Sony Starts $50 Million PS Vita Advertising Campaign With "World is In Play"

This article is more than 10 years old.

Sony is all in on the Playstation Vita. I've previously written about why I think the Vita is going to have a very tough time competing in the broader electronics market, but Sony just reaffirmed its commitment to the gaming handheld to the tune of a $50 million advertising campaign, according to a New York Times report.

Writes the Times:

The theme of the campaign, “Never Stop Playing,” will be featured on many of the ads as will the Twitter-influenced hashtag, #gamechanger.

Jason Elm, the executive vice president and creative director at Deutsch, described the campaign’s audience as “very socially plugged in, mobile, out and about, both physically and on the Internet.” Using the Twitter hashtag on the ads would help aggregate all of the conversations people were having about the product in one place, Mr. Elm said.

The campaign kicked off with "The World is In Play," and from the looks of it a good portion of those advertising dollars went to production values. It also looks like Sony is taking a European focus, both from the accents and the soccer game.

Like with the Playstation 3, Sony is gunning for a hardcore gaming audience that can't stop playing complex games with crisp graphics no matter where they are. They've got steep competition, not just from the Nintendo DS but from smart phones and tablets as well. The mobile market is a lot tougher to crack than it was when the PSP was released in 2005, but Sony has made it clear that it is sure going to try.

Vita goes into limited release tomorrow, with the official launch coming a week later on the 22nd.

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