$50 million Vita platform launch is Sony's biggest yet
Aiming new handheld at 20-something male gamers who own a PS3
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.
Still time will tell.
I should probably point out I'm 20+. Unfortunately, I'm 30+ too, and not far off 40+:(
I also think you under estimate the disposable income (perceived and real) of 20+ year old males. At $250 for an entry level Vita I wouldn't exactly call it prohibitive. Have a look at ipad demographics, the majority of interested purchasers lie in the 18-34 age bracket and that's a device that cost 3-4 times more.
I'm in 20+ demographic but being immersed in student life I can't imagine someone would fork out that much for a handheld plaything.
Sony have said they believe the strengths of the Vita is best understood by actually using it, or in other words, they are confident enough in the quality of their hardware and software launch lineup that it sells itself. I tend to agree, just getting the device out there will generate a level of buzz within the gaming community - enough that eventually those 20+ male gamers who are 'undecided' will start to really crave a Vita. Reviews are largely very positive and I expect owners will likewise be swooning over their new toy in the coming months.
There is no question the ipad offers more diverse application, if you're on a budget and deciding between the two the ipad may win out despite the higher cost - but for people like me who already have an ipad or who have accepted that gaming on a tablet/phone is nothing more than a casual distraction, the Vita is actually a pretty damn good deal. Having said that, I'm not a struggling student ;).
Edited 1 times. Last edit by Kyle Simms on 14th February 2012 3:38pm