Peter Dille says PSP marketing is focusing on a younger crowd

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


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.

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Peter Dille


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