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Sony turns to ads to fight iPhone, prop up PSP sales

updated 09:30 pm EDT, Tue June 15, 2010

Sony PSP ads jab Apple

Sony stepped up its rhetoric against Apple at its E3 keynote today with the start of a new ad campaign. The new spots, centering around a teen named Marcus, argue that the PSP hasn't been getting enough attention and that it deserves more credit as a game system. In one ad, he complains to Sony exec Kevin Butler that he's tired of people "talking about those apps on the phone" in an obvious poke at the iPhone, suggesting the attention should go back to games such as Peace Walker.

The campaign is part of a strategy to revive the PSP, which Sony acknowledged hadn't received much attention in recent months. Sales of the handheld droppped rapidly last year and haven't been helped by the PSP Go. Just before E3, the company went so far as to characterize the more expensive, somewhat incompatible PSP Go as a public experiment that showed it what didn't work.

Without an update to Sony's own devices, though, the success of the product strategy isn't apparent. Sony's existing lineup, regardless of the marketing, has seen PSP game revenues cut in half by Apple as gamers have either switched to the iPhone and iPod touch or else stopped buying games for the PSP as they began to use the Apple system more. Besides lacking modern graphics or motion response, PSP games are often more expensive and usually cost about $40; iOS games rarely cost more than $10 and encourage sales for those who couldn't normally justify the cost of full-priced titles.

A true sequel to the PSP has been rumored but may not ship until 2011, leaving Apple relatively uncontested in hardware. If true, an ad campaign highlighting strong games may be Sony's only option for fuelling sales throughout the rest of 2010.

By Electronista Staff
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  1. akulavolk

    Fresh-Faced Recruit

    Joined: Oct 2007


    Good strategy

    People like it when you complain that you're unpopular.

  1. Herod

    Fresh-Faced Recruit

    Joined: Jun 2007


    stick to consoles.

    thats what your good at sony. and maybe make some games that actually run on mac.

  1. facebook_Sydney

    Via Facebook

    Joined: Jun 2010


    Bite your own tongue.

    Yes PSP is better, look at those Apps on the Android, looks likes a Gameboy Advance games... ..... Wait, do Sony Ericsson sell Android phones too?

    Forget it, Sony, it's only hardcore gamer likes your "apps". And causal users want something easy... and they are not your labs rats too. By the time you learn from your mistake, it will be too late. Why the heck you sell selling same product to fight with your own product line...

  1. facebook_Justin

    Via Facebook

    Joined: Jun 2010


    comment title

    The PSP was supposed to bring PS2-style gaming to a portable platform, and it failed miserably. Until developers learn that, just because a console is portable, doesn't mean you have to cut games down to be portable, then I will stick with iOS games, which are cheap and fun. Why pay $200+ for a gaming-only device that pretty much has the same level of gaming as the iPhone?

  1. sammaffei

    Fresh-Faced Recruit

    Joined: Sep 2004


    PSP would be better

    if Sony updated the hardware in the thing. I mean it's 5 YEAR OLD TECH.

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