Sony Computer Entertainment America has invested around $50 million in its campaign for PlayStation Vita.
The central slogan will be Never Stop Playing, and targets avid gamers in their 20s that own a PS3.
Speaking to the newspaper, SCEA senior director John Koller said the campaign would be "the largest platform launch in terms of marketing investment we’ve ever had".
SCE UK told MCV last month that it is readying its "biggest campaign ever" for the handheld’s UK launch.
Look out for a full rundown of SCE UK’s Vita marketing plans in this week’s issue of MCV.