Sony is spending $50 million on PlayStation Vita marketing in the US to target PS3 owners in their 20s who play games eight or more hours a week, according to a report in the New York Times. John Koller, senior director for PlayStation portable consoles, says that this is "the largest platform launch in terms of marketing investment we've ever had."
The report says that they're focused on getting into your social networks, even Twitter. Get ready for hashtags and trending Vita bits in your feed and on your walls. They've already established #gamechanger as one of the tags.
They're putting all that marketing dough behind an ad campaign that tells us to "Never Stop Playing," which plays on the portability and multiple forms of connectivity of the Vita. Get ready to hear this more as we draw closer to the February 22 launch of the Vita.