Sony spending $50 million on PS Vita marketing

"Never Stop Playing" campaign for upcoming portable is Sony's largest platform launch marketing spend ever; ads to reach YouTube, Facebook, television, and billboards in major cities.

141 Comments

Sony's PlayStation Vita will ship in North America next week, and with it will come the company's biggest-ever marketing campaign focused on a platform launch.

Sony reached deep into its pocket to market the PS Vita.
Sony reached deep into its pocket to market the PS Vita.

A New York Times report reveals that Sony is spending $50 million to market the PS Vita, representing "the largest platform launch in terms of marketing investment we've ever had," according to Sony's John Koller.

According to the Times, Sony worked with marketing firm Deutsch to create a string of advertisements for the PS Vita, with a theme of "Never Stop Playing." These include online advertisements on 26 websites including Facebook, YouTube, and Twitter, as well as on television, during The Simpsons, South Park, Tosh.O, and NBA and NCAA basketball games.

Additionally, Sony will promote the PS Vita on Sirius XM radio and through billboard advertisements in major US cities like New York, San Francisco, and Chicago.

The PS Vita launches in North America on February 22 in two flavors: a $250 Wi-Fi model and a $300 3G version. The system will also launch with more than 20 titles, including Uncharted: Golden Abyss, Wipeout 2048, and Little Deviants.

For more on the PS Vita, check out GameSpot's latest hands-on coverage of the portable device.

Got a news tip or want to contact us directly? Email news@gamespot.com

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white_wind

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advertisement makes wonders, I would love to work for Sony, my company works for EA Middle east but I am not part of that team T_T

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White3rry

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Sony always been expensive, but that is because it want to put some quality in their consoles. look at the ps3, beginning at $600. but it is the first console with bluray and good for playing music, videos and showing pics. and a full browser, that i call quality. same goes for the ps vita. so it is not overpriced but underpriced for what it can do. i am a xbox lover and still saying this because it is true and i will defenitely wil get a ps vita. only thing what is too expensive is the memory card.

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PeaceMakerUSA

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@The-TODD-BEAST Doesn't matter if I don't have to download the games, I won't be buying it yet. Unless you want to give me the $300 to pay for it. I find it funny that people think I hate it because it's expensive, It really sounds like a cool system, but not everyone has that kind of money to throw away. Some people have families to feed over buying game systems just because they are the newest things out there.

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metalkitten

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for the games and the games we know is heading to vita eventually... this console is too highpriced and if people thought the 3ds was doomed then they surely must think the same about vita??? btw i dont think sony need the comercial - put those money into cheaper vitas? cause the people who vill buy it will buy it comercial or not even uncharted got low grades... i love uncharted as for other games to vita there is none i want and i play most stuff... its just that most of these i can play on fullscreen ps3

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dpak1170

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Why is sony a dick? XBOX spent $500 million to market kinect and sony is spending a mere $50 million on a console...

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watchuwa

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$ony is a DlCK

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dpak1170

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Anyone who complains about vitas price being too high is a joke....

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dpak1170

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Good for sony, I have not seen them advertising games or consoles for a long time and I think that is why they are lacking.

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hellpolice

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@dxdevilex0: I agree on the part on investing that money to first party games development. "Additionally, Sony will promote the PS Vita on Sirius XM radio and through billboard advertisements in major US cities like New York, San Francisco, and Chicago." Hmm... It seems Sony want to snatch the casual gamer's money like Nintendo did with the Wii. It worked for Nintendo why not try it with the Vita? Good luck with that Sony. Plain and simple formula release great games and you will see your system selling like hot cakes. That should be a rule of thumb for every new console development.

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adkcrazox

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I pre order the vita like two month ago and I'm going to cancel it..to much money i don't' feel like spending on Sony just going to wait when ever psp vita drop the price..

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darksiED70

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if those darn memory cards are not more expensive than gold by the ounce, me and at least 10 of my friends would buy it on launch date. see you never vita.

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dxdevilex0

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@THA-TODD-BEAST I said Sony coud have used that money to invest in MORE quality games.Keyword:more. And I had a friend who was very excited for the VITA and wanted to buy it day one.But after checking prices for it in his local retailer,he's having doubts about even buying a VITA now.Most probably he would wait for a price cut.

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theKSMM

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I wish they would bring back the animated squirrels that they used to advertise the PSP. "Portable nut." Heh. :-)

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theKSMM

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I'm looking forward to the PS Vita, but Sony has already shown that it is going to price premium games like complete with online multiplayer on the Vita and go, you might be willing to listen. Still, I'm glad that Nintendo and Sony aren't willing to concede the portable gaming market to Apple and Google. Casual gaming is fine and has it's place, but there are still times when I like to be able to play core games while I'm away from my living room.

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socom987

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$50 mil!!!!!!!! ?? they should've made the system 50 bucks cheaper... that'll beat any advertisement..

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SDBusDriver1979

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Anyone else thinking they should of put that money towards a better battery?

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poopinpat

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i'm glad there is no built in memory or else we might have seen a pricing scheme similar to apple products. I do agree that the memory cards could use to be a bit cheaper though (8Gb for $30 isn't awful but $20 would be closer to how much micro sd cards are worth). .

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SUPERSAMMOSSAUC

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First sign of ads at the UEFA champions leage matches

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nate1222

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I hope Sony allows gamers to download their PS1 games from their PSN accounts unto the Vita. My brother is eyeing the Vita, and a lack of access to his old favs will be a deal breaker for him.

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MERGATROYDER

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I don't need any marketing to know that this will be amazing. $250? Shut up, and take my money, Sony.

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airshocker

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@THA-TODD-BEAST Isn't making someone want to buy the product being shown the whole point of marketing? Handheld gaming interested me when I was 12 and playing Pokemon on my GameBoy. I would bet many adults feel the same way. PSVita will be spectacularly mediocre. I won't say it'll fail, but it won't do as well as Sony is hoping.

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monson21502

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forget that... what they need to do is drop that price.... or at least put in a memory card in the box so the games you buy will boot up.

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buying1999

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Well if this thing doesn't do any better that the pathetic psp then Sony wasted it's money. OH and that 3d gimmick handheld that drkill09 is talking about is the number one selling handheld right now. "Xbox 360 is the BEST console EVER made." --John Carmack

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DrKill09

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No need. Just have Kevin Butler come on and say "Do you want a handheld with a 3d gimmick that doesn't work, or would you like a handheld with some GAMES? Thought so!" :P

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Sigil-otaku

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@THA-TODD-BEAST It simply needs more good unique games. It's not enough to have PS3 games as Vita versions but when it gets some good RPG's and some more unique titles then it will stand out better. There's nothing 'wrong' with it's current library but you'd have to be a huge Sony fan or PS3 owner to see the appeal of most of those games. Uncharted and Resistance for example tie into those franchises so for most people they are worthless unless they like and play those games already. Those that do already play them then they will be good but nothing new so hardly a reason to buy a new system.

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Megavideogamer

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Sony is doing it's best to ensure that PSvita is a success. I have bought my PSvita thanks to Sony throwing in a 4GB memory card and a "pack in" game (sort of) Little devients. Plus I bought Uncharted Golden Aybss. I was quite happy with PSP so I shall enjoy PSvita. $50 million in market is a good start. Sony is trying to reach people who are not primary gamers first. Bring the Vita to people who don't follow games will 50 million in advertising. Good luck Sony

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QOSMSTR

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Well thats money not well spent. If you make a great product there is no need to spend millions putting it out there. It usually happens on its own.

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hunter8man

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It's an impressive piece of hardware, and I will get one eventually, but I'll wait for a price drop. Also, the price of those memory cards are ridiculous. $100 for a 32GB card? That's crap Sony.

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warhawk-geeby

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Simple selling technique in Europe... Show adverts playing FIFA on the thing = Sold! The gameplay for FIFA is awesome considering it's on a handheld, and it would sell a LOT of copies if people knew about it :D

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yukinaze

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wow! that's why sony is the best in all world :)

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firehawk998

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By the way SONY rehiring that Marcus Kid to sell the Vita will not improve things.

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firehawk998

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At this point I was actually surprised that SONY didnt advertise the thing enough. Sony had a good track record of creating great ads like PS2 " Live in your world, play in ours". Also these ads must make sure to hammer the point that vita isnt some update or rehash to the PSP. It is the PSP 2 and the game must also be a huge focus.

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Rayzakk

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Yes they want us to buy more but give us less features such as the umd passport program.

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servb0ts

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Too bad SONY can't put in this much effort for having a better Library of Launch Games. Inb4misreading me thumb downs. ;)

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ydnarrewop

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I've been saying since day one: What a fabulous piece of hardware! I hope Sony makes a mint from this little goody :)

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Spartan_418

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Seriously tempting, but I'll hold off until they release a version with better battery life, or at least reduce the ridiculous memory card prices.

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OreoPoptart

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Really want one. just $250 it's too much. hopefully the price will cut to $199 during the summer

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volume_three

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I can't justify spending $300 on a phone but I can sure as hell justify spending that much on my favorite hobby! :D

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Pete5506

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I want to get one, but im going to hold off for a while. Do want P4G and FFX

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Avatar image for THA-TODD-BEAST
THA-TODD-BEAST

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@dxdevilex0 The games are fine. Uncharted, Wipeout, Hot Shots Golf, Lumines, ModNation, Resistance, etc. I'm not sure what else you could possibly want.

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dxdevilex0

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Sony completely missed the point here. Instead of overspending in the not-the-most-important marketing,how about decreasing the price of the memory cards or the console and investing in more quality games? And we thought Sony learnt from Nintendo's 3DS.

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leeko_link

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Where's Kevin Butler?

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wyan_

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Behind closed doors the campaign is actually Never Stop Praying.

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steelmouth

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this money would have been well spent had it been a price cut

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GymFox

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I predict a Go 2.0.. lol, good luck with all that proprietary and locking bull**** you are heavily implementing....You fooled me once, but not again Sony. Oh, and I am sure to tell everyone about how amazing this new platform is going to be.

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Lionheart8472

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So wait, people are complaining that the Vita costs too much money for what it provides? How many of you people bought the original PSP at $250 and loved it? The Vita has double the features and way more tech into it and people are complaining for lack of launch games. Look seriously the last console to launch with a bunch of good games was like the Super Nintendo or Dreamcast. The OLED Screen alone is worth more than a 3DS. Go see how much OLED TV's cost if you want to complain about pricing. I agree with the firmware looks terrible but there is so much going for the PS VIta that I can't ignore it. Linking with PS3, streaming a lot of games from PS3 to your Vita, 3G if you want it, double touch screen, augmented reality graphics, 85% close to the PS3 graphics, slick OLED screen, and so much else, really what are you guys complaining about? The people that want it to drop to 3DS prices are out of their mind. Way more technology in a Vita and it deserves to be priced right where it is, and frankly I'm thankful it's not more than $249!

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brian_13un

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It will sell more. Just wait for Great games to come out there :)

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Nic345

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That's seems awfully high and quite the gamble. If their plan works we're looking at probably close to that amount in profits alone. If not we're looking at this gen's virtual boy.

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THA-TODD-BEAST

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@System4Ever If you'll notice, most people slamming or doubting the Vita have done little research and have no idea how powerful it is or even the amount of games it has at and shortly after launch. They're hating the system because it's the cool thing to do and most of them probably can't afford it right now.

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THA-TODD-BEAST

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@PeaceMakerUSA You don't "have" to download games. Someone needs to do more research.

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