The World is in Play

In the minds of most serious gamers, mobile gaming was seen as “gaming lite”. However the launch of PlayStation Vita in 2012 represented a step-change. PS Vita ushered in a whole new era of uncompromised, rich, powerful, and immersive portable gaming experiences like only PlayStation could deliver. Combined with new tactile gaming functionality and on-the-go social connectivity, it meant that for gamers, the entire world was “in Play”. The strategy was to present PS Vita as portable gaming like gamers had always wished it could be.