Sony CEO admits PSP marketing 'confused' customers, PS Vita to refocus on gaming

The PlayStation Portable is months away from becoming the second best handheld in Sony's stable, but that doesn't mean the company is done learning a thing or two from its long and storied history. In fact, in a recent chat with Official PlayStation Magazine, Sony CEO and president Jim Ryan admitted the PSP's multi-media marketing strategy was a little too confusing for consumers, and that it intends to avoid similar missteps by swinging the focus back to gaming for the PlayStation Vita.

“I think with PSP we tried to position it as a rather broad multimedia device. We talked a lot in the early days of PSP about its video playback functionality its use as a music device and a host of other multimedia functionality that it had,” noted Ryan, adding, “that perhaps ended up confusing consumers, and they weren't quite sure what the device was really all about. So this time the Vita does all of that stuff that we talked about on PSP, and it does it a lot better.


Ryan emphasized that while the PS Vita will feature an abundance of multimedia bells and whistles, Sony intends to pitch it first and foremost as a gaming device, adding, "It has been developed from the ground up as a gaming device. What it does best is play games."

Elsewhere in his interview, Ryan said consumers were also disenchanted by the release of PS2 and PS3 ports. Understanding this, Sony is pledging to make every game that hits the PS Vita a wholly unique experience.

Ryan's latest pro-gaming sentiments mirror those he gave at GamesCom, giving Sony fans some hope the PS Vita will have the support and philosophy behind to outperform the PSP. We'll see if Sony sticks with its gaming focus once it launches February 22.


PS Vita Sony


  • cory-smith - November 29, 2011 2:01 p.m.

    Well that's all fine and dandy, but you know what would really convince people to buy a Vita? If the freaking memory sticks weren't so damn expensive! $120 for a 32GB stick?!?!? So lets see, if I wanted the WiFi with 3G that's $300, and if the memory card is required for some games then I want a decent one, so how about the 16GB for $70. Oh and to top it off a game would cost $40. So to buy the thing, with a decent memory stick and game, I would be dropping about $410...bit expensive for handheld. For that price I could get a 3DS and about six games. Yeah, I think Nintendo takes the cake on this one. Only way I'd buy a Vita is if the price drops to around $200, and that's still a longshot because I would still have to drop cash on the memory stick. Sony, I think it's time to admit you can't win the handheld market and just drop out.
  • Gex4212 - November 29, 2011 2:30 p.m.

    @cory-smith you must not realize the price of technology. $120 for a 32GB is understandable. Memory cards like that are SSD/ Flash Drives. I'm assuming its more on the SSD side. SSD's are very expensive in the tech world. Just look at the prices on Apple's products when looking at the capacity difference. I don't think I'll be using 32GB because I don't buy many downloadable games and if I do run out of space I have a PC to transfer stuff back and forth. You can't compare PSV to 3DS,the power difference and features are obvious and the fact that Nintendo had suck a weak start that they had to cut they price by a huge margin. The 3DS had the same entry price as the PSV (Wifi model).
  • brickman409 - November 29, 2011 4:47 p.m.

    your not buying that many downloadable games? you do realize that vita is dropping the umd discs and going download only, right?
  • Kermit1970 - November 30, 2011 2:17 a.m.

    Erm no you're wrong. The Vita uses a memory card for the game it is not download only. And the card will not be filled up by the game, it will have space for saves and patches as well The 32GB cards will probably be used for the ones you download off the store
  • ultimatepunchrod - November 29, 2011 1:38 p.m.

    I hope this proves to be true because I'd like to see this succeed.
  • WTeen8 - November 29, 2011 1:26 p.m.

    I was gonna read the article but I was too busy playing nut. If only I had the psp, it's a nut you can play outside.

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