Sony's marketing spend for its new handheld Vita will be its biggest for a platform launch yet, and its aiming those $50 million at male gamers who already own a PS3.
The campaign is "the largest platform launch in terms of marketing investment we've ever had," John Koller, director of hardware marketing at SCEA, told The New York Times.
It's aiming to catch the attention of male gamers in their twenties, who play around eight hours of games a week and already own Sony's current home console.
The exhaustive media campaign will include social networking, billboards, television commercials, online advertising, retail deals and pop up location so people can get hands on with the machine.
The Vita will be released in the UK and US on February 22.