Sony will court iPhone users and gadget fans when the PSPgo hits retail next week.
The device, which only plays digital downloads, launches on October 1st priced £224.99 and will be promoted as part of a £6m warchest being spent on the handheld’s 2009 marketing.
“The PSPgo is positioned differently to the PSP-3000, which this year was more focused at seven to 14-year-olds – reflecting the software line-up,” explained SCEE product manager Claire Backhouse. “The market for PSPgo is more young lifestylers and people really into their technology
“We’re being quite targeted with our marketing activity and have gone for a big outdoor campaign to target commuters, and there is a heavy online component with lots of rich media formats and takeovers.
“We’re targeting those who are already familiar with downloading content, such as iPhone users."
PSPgo will be part of the wider ‘Whole World Is In Your Hands’ slogan used on this year’s PSP campaign.
Promotion for the device also runs alongside a number of big campaigns to promote individual software titles such as GT PSP, LittleBigPlanet and Invizimals.