SCE UK has said it's set to go big on the launch for PlayStation Vita, promising the "biggest campaign" in the brand's 17 year history.
An advertising presence is promised for TV, print, outdoor, online and elsewhere.
“Vita delivers an uncompromised gaming experience on a portable device, for the first time," said UK marketing manager Mark Bowles, speaking to MCV. "With a long list of impressive features, we’re confident consumers will be incredibly excited by the latest addition to the PlayStation family.
"The PS Vita launch will be supported by the biggest campaign we’ve ever executed, and this level of activity will continue throughout 2012, reflecting our confidence in, and commitment to the platform long term.
"Our campaign will target gamers primarily, but also the new generation of tech enthusiasts and entertainment consumers who are used to playing games on their smartphones or tablets. What sets Vita apart is its ability to deliver PS3 quality gaming, in addition to the range of globally recognised triple-A software titles, which simply isn’t possible or aren’t available on any other existing portable."
Following a Japanese launch last month, PlayStation Vita arrives in Europe and the US on February 22. A full impressions piece on the handheld will go live later this week.