The overall US marketing for the launch of PlayStation Vita will be around $50 million, the New York Times is reporting.
The publication is quoting an interview with SCEA senior director John Koller, who said the campaign would be “the largest platform launch in terms of marketing investment we’ve ever had.”
The theme of the campaign will be called Never Stop Playing, aimed at those in their 20s who play games eight hours a week and already own a PS3.
The new ad-run will feature TV spots, billboards, online ads, Twitter and Facebook interaction and more.
PlayStation Vita launches on February 22 in the US and Europe.