Three months ago, Sony launched their “Step Yo’ Game Up” campaign for the PlayStation Portable featuring child-actor Bobb’e Thompson (Role Models) as Marcus Rivers. According to SCEA’s Peter Dille, this is part of their marketing strategy, with games and ads focusing more towards a younger audience.
“With quality game experiences for $9.99, we’re talking in a way that none of our competitors can on all of our platforms,” Dille said.
“On the PS3, the PlayStation Move lets us talk to more casual gamers and at the same time we’re introducing 3D games. On the PSP, we’re pitching something that appeals to a younger audience, and we’re also putting out something that appeals to core gamers with titles like Metal Gear Solid: Peace Walker and Kingdom Hearts: Birth by Sleep.”
“If you look at what Sony WWS does, we have titles ranging from Killzone to EyePet. PlayStation is a very big tent and we’ve never been reliant on one product genre like one of our competitors and it’s helped us sell 377 million PlayStation hardware products and two billion software products in 15 years.”
With rumors of the PSP2 already being in developers hands, it will be interesting to see how long Sony keeps this marketing campaign going before opting for something new.