14 DAY TRIAL // Sony is set to execute its biggest marketing campaign ever, ahead of the release of the PlayStation Vita at the end of February.
The PlayStation Vita is eagerly awaited by quite a lot of gamers all around the world, with plenty of people being attracted by its hardware capabilities, the array of games that will appear for it, as well as a its other various features.
In order to really maximize the Vita’s exposure, Sony has now revealed that it will be supporting the new device with its biggest marketing campaign ever.
"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," Sony's UK Marketing Manager, Mark Bowles, told MCV.
As previously mentioned, Sony is going to focus on existent gamers with the Vita at first, although the company is trying to get as many people interested in it as possible, through all sorts of ads.
"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," he added. "In terms of media focus, due to the connected nature of the Vita and the behavior of our target audience, our campaign will have a strong digital backbone, supporting a heavyweight TV, press, outdoor and retail presence.”
The PlayStation Vita was already released by Sony in its native Japan at the end of last month and, while its first week sales were pretty good, sales figures dropped soon enough, forcing some retailers to make unofficial price cuts in order to attract customers.
Given this lack of interest from Japan, you can be sure that Sony will put even more money into the global marketing campaign for the Vita, in order to get people excited about the device before its late February release.