ReVITAlised: Sony spending more on Xmas marketing than at launch

Sony used its Gamescom press conference to effectively relaunch its Vita handheld for Christmas.

And as part of the revamp, it will spend more money on marketing Vita this Q4 than it did over the platform’s launch earlier this year.
To improve the console’s slow sales the platform holder will launch a series of bundles featuring the biggest brands in games: Call of Duty, Assassin’s Creed, FIFA, LittleBigPlanet and Need for Speed.

We’re currently putting the finishing touches to our campaign, and throughout peak we’ll be spending more marketing money than we did during the launch period,” SCE?UK’s senior product manager Ian Vinten explained to MCV.

Our comprehensive TV plan kicks off in September and will run in key bursts to Christmas, focusing on the new titles. Our first ad will feature FIFA 13 and LittleBigPlanet.

Having FIFA 13 in our creative is a great example of how we’re engaging with the third-party titles. These games really deliver against the promise of the hardware and are what our consumers have been crying out for.”

Sony called on its own studios to satisfy demands for more Vita content too, unveiling two key titles in Germany:?a new Killzone and new IP from LittleBigPlanet developer Media Molecule called Tearaway.

History has shown that great quality content drives demand for hardware,” added VP and MD for SCE UK & Ireland Fergal Gara.

We hope you’ll agree that the outstanding array of software showcased at Gamescom, covering some of the biggest and best franchises, demonstrates our commitment to the platform.

This strength and depth of software support, in combination with a heavyweight marketing campaign, retail focused bundles and sampling, puts the PS Vita in a very strong position for Christmas and beyond.”

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