Sony has plenty of strengths, but marketing certainly isn’t one of them. Fortunately, the quality of their products have been able to speak for themselves in the past, but with the surging popularity of smart-phones threatening the future of the dedicated gaming handheld, Sony plans pull out the big guns to promote the PS Vita by spearheading the biggest marketing campaign they’ve ever had.
The company’s got a brand new slogan – “Never Stop Playing” – to accompany the launch of the device, which will be plastered on billboards, commercials and more. Additionally, Sony has stated that their target audience is individuals in their early 20s who play games regularly.
Vita senior director John Koller explained that the purpose of the device is for gamers “to feel engaged and still feel like they’re playing on a console.”
The marketing campaign itself is costing Sony $50 million and serves as “the largest platform launch in terms of marketing investment we’ve ever had” according to Koller.