Sony is spending $50,000 to promote the Playstation Vita which is the largest platform launch Sony’s ever had. Its champane is “Never Stop Playing” is targeted toward men [that are] in their 20’s. Just like the PSP, Sony wants gamers to feel like they are experinces console play on the go.

John Koller, the senior director for PlayStation Vita had this to say, “the PS Vita would allow users [to feel engaged and still feel like they’re playing on a console.”] The cost of the marketing campaign at $50 million is “the largest platform launch in terms of marketing investment we’ve ever had,” Mr. Koller said.

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source: The new york times