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Category: Gadgets

Sony rolls out huge marketing campaign as PlayStation Vita debuts in the US

Written on February 16, 2012 by R. Cruise

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The PlayStation Vita is finally coming to US stores on February 22. And with it comes a huge marketing campaign by Sony on both traditional and new media

Sony makes its foray into mobile gaming throne anew with its PlayStation Vita. And as it debuts in the United States this February 22, expect Sony to pull out all the marketing stops to get you to play their latest hand-held gaming console.

The device boasts of a number of impressive hardware specs, including a 5-inch OLED multi-touch capacitative , dual analog sticks, Bluetooth and Wi-Fi support, and rear- and front-facing cameras. The hand-held console can be used as a player, or as a controller for your PlayStation device.

One of the ’s main selling points, according to Sony, is that users can continue playing their games even as they leave their PlayStation behind. Working around this feature, Sony teamed up with Deutsch to create a massive promotional campaign, aptly named “Never Stop Playing”.

New media, for one, will be playing a big part in the campaign. That includes digital banner ads on more than two dozen popular websites, Twitter posts, and its own tab at PlayStation’s Facebook page.

PS Vita will also feature prominently in the traditional media as well, including giant billboards splashed across major US cities and commercials on popular TV programs.

The price of all these marketing campaign? A cool $50 million, which Sony says is one of its biggest and most expensive platform launches.

Sony’s willingness to pay such a huge price tag on marketing may be justified after all. PS Vita is facing a uphill battle even before it goes into US stores. and cellphones are starting to take a bigger slice of the mobile devices pie. Meanwhile, the market demand for dedicated, portable gaming devices is on a downward trend.

The PS Vita will be priced at $249 and $299 for the Wi-Fi and 3G-capable versions, respectively.

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