Sony Europe prepping PSP kids' push

For better or worse, the PSP remains one of the few gaming devices heavily geared toward the hardcore gaming scene. And while that stance has helped Sony push the PSP past the 50-million-unit milestone, the system's sales pale in comparison to Nintendo's much more mass-market DS, which has shipped more than 100 million devices. Now, though, Sony Computer Entertainment Europe is deliberately broadening the audience at which the PSP is targeted.

UK-based weekly interactive business news magazine New Media Age reports today that Sony Europe is launching a new community-based initiative aimed at attracting the 8- to 15-year-old demographic to the PSP. Leading this initiative is the Pspinyourhands.com Web site, which is currently in beta. The Flash-heavy site, which was created by Start Creative, is designed to bring young kids and their families into the fold by encouraging them to build their own 3D galleries, which can then be shared with other community members.

"PSP is going for a younger market, which isn't something we've really done before," UK PSP product manager Claire Backhouse told New Media Age. "Our heartland is 16- to 24-year-old men and always will be--they won't be neglected in the slightest. But the summer's game releases, such as Harry Potter and Petz, as well as the launch of the new colours, are certainly appealing to an 8- to 15-year-old audience."

To attract young gamers to the new site, Sony Europe plans to host a summer competition, with the grand-prize winner receiving a family vacation.