Sony Corp. this week said it will allocate $50 million to launch the Playstation Vita hardware in the U.S.
John Koller, director of hardware marketing at Sony, told The New York Times this week the $50 marketing budget for the Playstation Vita is the company’s largest platform launch in terms of marketing investment.
Koller added the target audience for the Vita are men in their 20’s who play video games eight hours a week.
Advertising firm Deutsch Inc. will employ the tagline, “Never Stop Playing” across commercials, billboards, and social media like Twitter utilizing the hashtag #gamechanger.
The PS Vita will be sold in the U.S Feb. 22.
The handheld will launch simultaneously in Europe, Canada and Latin America the same day.
The Wi-Fi only model will sell at $249.99. The 3G model will sell at $299.99.