Peter Dille says PSP marketing is focusing on a younger crowd

Saturday, 18th September 2010 18:49 GMT By Stephany Nunneley


Peter Dille, senior vice president of marketing at SCEA, has said the marketing plan for PSP going forward will focus more on a younger audience.

Speaking with The [A]List Daily, Dille said focusing on a younger market is pretty much standard practice during a certain point of a brand’s lifecycle, and thanks to not focusing on “one particular genre”, Sony’s able to appeal to consumers in various sectors.

“That’s part and parcel with the strategy as you go longer into the lifecycle,” he said. “With quality game experiences for $9.99, we’re talking in a way that none of our competitors can on all of our platforms.

“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.”

Sony introduced its new PSP marketing campaign during E3, featuring the fast-talking teen Marcus, which emphasizes it’s focus on the younger crowd.

No word yet on whether Marcus is getting close to attaining the same popularity as Kevin Butler or not.

Thanks, PlayTM.



  1. Suikoden Fan

    i dunno about that, the sheer amount of rpgs and hardcore games would say otherwise

    #1 4 years ago
  2. Michael O’Connor

    “PlayStation is a very big tent and we’ve never been reliant on one product genre like one of our competitors…”

    OH SNAP!

    @1 Agreed.

    #2 4 years ago
  3. Razor

    I don’t think that’s any secret though is it Michael? It’s just pot calling the kettle black, as Sony are certainly relying on GT5 for PS3, just like they relied on GTA for PS2.

    #3 4 years ago
  4. Suikoden Fan

    @o’connor if we talk strictly games, rpgs in general and forget about platform advantages and disadvantages, what scares me the most this gen is the fact the handhelds are better for rpgs than the consoles have been. In both number and quality.

    #4 4 years ago
  5. Michael O’Connor

    @2 That’s a bit of a stretch. GT5 is only one game in what has been a pretty stellar release year for Sony. They’re certainly relying on far more than GT5.

    @4 Sadly true. JRPGs used to be my favourite genre. They’ve been hit a hard blow the last five years. =(

    #5 4 years ago
  6. Suikoden Fan

    @o’connor this is only my opinion but i put part of the reason for that is there is a limit to how far graphically you can go on handhelds so it makes the devs work on story gameplay etc but with consoles it seems its the other way around, all graphics not much in substance ff13 is a good example of this

    #6 4 years ago
  7. Michael O’Connor

    @6 Pretty much. It was hard for Square to put much gameplay in Final Fantasy XIII what with them having to spend too weeks polishing the textures on a rock!

    It still makes me laugh every time I remember that news story.

    And yet most of their handheld titles have been brilliant! My PSP is my most played system for that reason alone.

    Why the hell they don’t translate a game like Dissidia to the home console is beyond me. It would be brilliant.

    #7 4 years ago
  8. cookiejar

    Sure sign PSP 2 is getting closer.

    #8 4 years ago
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