Sony is planning a large promotion and advertising push for the PlayStation Vita in the lead up to its launch, starting with the Vita room events in Manchester, Glasgow and London.
“The PS Vita launch will be supported by the biggest campaign we’ve ever executed, and this level of activity will continue throughout 2012, reflecting our confidence in, and commitment to the platform long term,” Mark Bowles told MCV.
“Our campaign will target gamers primarily, but also the new generation of tech enthusiasts and entertainment consumers who are used to playing games on their smartphones or tablets. What sets Vita apart is its ability to deliver PS3 quality gaming, in addition to the range of globally recognised triple-A software titles, which simply isn’t possible or aren’t available on any other existing portable.
“In terms of media focus, due to the connected nature of the Vita and the behaviour of our target audience, our campaign will have a strong digital backbone, supporting a heavyweight TV, press, outdoor and retail presence.
“Finally, one thing we learnt early on is that the best way to understand PS Vita, is to get hands-on experience with it. This is why we’re investing heavily in an experiential tour.”
The PS Vita will launch with an impressive line-up of 33 games, which includes games such as Uncharted, Motorstorm and WipEout, as well as third-party titles like FIFA and Ultimate Marvel vs Capcom 3.
“The key to any successful console launch is software, and we believe the launch line-up for the PS Vita is the strongest of any gaming platform. Consumers will quite literally be spoilt for choice in terms of the depth and breadth of gaming experiences on offer.”
Bowles also added that fans shouldn’t worry about a lack of games after launch either, adding, “lessons learnt from the PSP ensure that this commitment to delivering triple-A quality titles will continue unabated, with Resistance, LittleBigPlanet, Assassin’s Creed and Call of Duty just a few of the big name titles and franchises coming to the PS Vita over the year ahead.
“We’re naturally very excited at the prospect of getting the hardware into the hands of gamers, so they can see for themselves, what makes Vita so special.”