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PS Vita: Never Stop Playing

Guy Longworth's Avatar + Posted by Guy Longworth on Feb 14, 2012 // Senior Vice President, PlayStation Brand Marketing, SCEA

Hello PlayStation Nation -

I wanted to take a moment to introduce myself: My name is Guy Longworth and I am the new Senior Vice President of PlayStation Brand Marketing. As you can imagine, the teams here at PlayStation have been hard at work gearing up for one of PlayStation’s most exciting product launches ever: PS Vita! I speak for the entire team when I say that we can’t wait to get PS Vita into your hands. That’s because we designed PS Vita to be everything you wanted in the ultimate portable gaming system – a revolutionary device with innovative controls, a brilliant 5’’ OLED screen, new channels for social connectivity, and a killer software lineup.

As we prepare to launch PS Vita we are also unleashing the biggest advertising campaign in PlayStation’s history. Beginning today, PS Vita will be everywhere you turn. Spanning from coast to coast, PS Vita and the official tag line “Never Stop Playing,” will be featured on wallscapes, billboards, radio and television as well as at many of your favorite local retailers. I hope you love the “Never Stop Playing” theme as much as we do. We think it embodies everything that PS Vita represents towards enabling gamers to have deeply immersive, console-like experiences anywhere, anytime. Here’s an early look at what you can expect to see:


You will find the television commercials featured during primetime programming on some of your favorite networks including Fox, Comedy Central and ESPN. Residents of New York, LA, Chicago, Philadelphia and San Francisco will notice PS Vita on buildings and billboards. You’ll find it on your favorite websites and on your favorite radio stations. Wherever you are, PS Vita aims to be.

As we begin to count down the days and hours until PS Vita’s official launch on February 22nd, expect to hear more from us on how you, the PlayStation Nation, will have the opportunity to be a part of celebrations from coast to coast. We’re looking forward to forever changing the way you game and making certain that no matter where you are, you never have to stop playing.

//Add Your Own

97 Comments

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51

+ polo155 on February 14th, 2012 at 12:02 pm said:

EXCELLENT @+ cosmis_chaos on February 14th, 2012 at 10:26 am said:


52

+ cosmis_chaos on February 14th, 2012 at 12:04 pm said:

@ Sevyne that is BS. The people that complain the most are the people that don’t want it. Just imagine going on about the effectiveness of a commercial that you haven’t even seen the results of. Microsoft and Nintendo have made some of the worst commercials I have seen in the history of gaming recently and no one pointed out the crap they make. That commercial with the guys sitting around making stupid jokes playing the 3DS were the worst .

Only Sony gamers complain about EVERY single thing. You don’t complain because you care. You complain because you b***h and cry the most. People feel that the more they cry and b***h it shows you care more but all it shows how annoying a person you are. People who are experts in making commercials probably made this taking in certain factors while you are just people on a blog harping on about things you don’t understand. How do you know the commercial will or won’t be effective? And even if it isn’t who gives a crap. It won’t be the only or last commercial. Each game will probably have their own individual commercial showing off what they can It do. Everyone is always playing Sony accountant and advertising company when you don’t know jack.


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+ CaptainJames99 on February 14th, 2012 at 12:07 pm said:

“suddenly you don’t feel safe out there. people are looking at you with bad intentions” no wonder when you wait this late in the game only to produce commercials this bad. No doubt the “bad intentions” are thoughts of WTH were you guys thinking?. Other commenters are right, this says absolutely nothing about the product, you could be selling laundry soap or a huge can of spam. Clearly guy for a “senior exec VP” you don’t have much of a clue about marketing. This is a very introductory commercial that should have been out months or even a year ago to coincide with the first announcement to first grab attention. Then you should’ve followed soon after with professionally produced advertising telling the public what vita is. Waiting to think “gee maybe we should advertise” when units are shipping to retailers and sitting in stockrooms is wrongheaded. You really dropped the ball on marketing the vita. Guy we all wish you’d take pride in your job, as of now you don’t and it shows clear as day.


54

+ CaptainJames99 on February 14th, 2012 at 12:10 pm said:

SMH @ some of the troll coments in here. Ranting and hurling insults like “B***H” at people is really a class act. Way to go. Funny how I don’t see the same people talking that way to any ones face.


55

+ cosmis_chaos on February 14th, 2012 at 12:17 pm said:

@ XFRod. I hear you. I have a Masters in Business and am doing a Bachelor’s in Entrepreneurship. People have no idea what they are talking about. They have no idea the crap they talk or the complexity of doing these things. I have realized I am talking to the usual uninformed, clueless people on the web. i guess I shouldn’t get angry. it’s not their fault they don’t see or understand. They think Sony just jumps out of bed one day and says ‘Let’s make a commercial’ or that getting air time for a Super Bowl commercial is as simple as they think. They think that they don’t have schedules, budgets, complications or anything. They just think companies just wave magic wands and make things happens or that Sony is not a giant complex entity that considers what they do or can’t do everything immediately or quick as people want because of the complexity of it. The people that cry about everything think Sony is their mother that can jump to do everything they say as they say it.


56

+ CaptainJames99 on February 14th, 2012 at 12:38 pm said:

Cosmis, my last comment was aimed directly at you and so is this. You can talk all you like but what you say discredits you completely. Vita didn’t spring from Kazuo Hirais forehead fully formed last week. It was in the weeks a very long time indeed. More than enough time to plan ahead which this company has so clearly failed to do. While I’m being candid, if this is your best at business expertise you’d be very lucky to get hired as anything more than a janitor. Your lack of thought and attitude are deplorable. The exact opposite of what anyone would want representing their firm.


57

+ deadontheinside on February 14th, 2012 at 12:43 pm said:

cant wait to pick it up tonight, my gamestop is having a midnight release!!!!


58

+ polo155 on February 14th, 2012 at 1:02 pm said:

Ok, i was just able to view this video..(was super busy happily :) ):

This commercial is OT, i love the feel they went for wit it… i dig it 100%…

Side Note: are people really complaining about this? i surely hope not.. i can understand they want the robust features to be highlighted but remember there are more than one video and who knows if more are in the pipeline for the days ahead… cant wait for my vita 3G…

PLASTER THESE COMMERCIALS ALL OVER THE DAYTONA 500 THIS MONTH!


59

+ polo155 on February 14th, 2012 at 1:02 pm said:

OPPS **THIS COMMERCIAL IS HOT**


60

+ djml9 on February 14th, 2012 at 1:30 pm said:

“Here’s an EARLY look at what you can EXPECT to see”

If any of you chronic complainers bothered to read before you started your pointless whining, you would notice that this sentence clearly states that this isnt the only ad they have. anyways, i like it. and considering most gamers are shooter addicts, id say this ad catches quite a good range of people.


61

+ dlhdav7 on February 14th, 2012 at 1:33 pm said:

lol !!! you people are a bunch of spoiled morons !!! Sony should take your per-ordered vitas away and make you stand in the corner!!!


62

+ cosmis_chaos on February 14th, 2012 at 1:43 pm said:

@ CaptainJames99. How would you know any better? This is exactly what I am talking about. What do you know? People were telling Sony the PS1 would fail at launch and they sold 100 million units. My point is that don’t talk if you don’t know what you are saying. How do you know the commercial is not effective?
I have seen commercials that show no game play at all and the game still sells millions. The point of the commercial was to show the VITA and the following commercials afterward will probably show other features and games. It is only clear to you that the commercial is no good because like i stated early you are ignorant to what the commercial was trying to accomplish. You know nothing and yet you have the nerve to spout to me about lack of thought and what i would get hired as? It was a short commercial showing the hardware and people expected it to cram everything about the VITA in that short space of time? Another person going on about what Sony should do a company that has more experience and business knowledge then every fanboy on a blog combined? Please.


63

+ thepatriots on February 14th, 2012 at 1:43 pm said:

I am sorry but this ad is simply terrible compared to the European one. Connected gaming? 3G game changer? Huh? How about this, “Can your phone do this? Shows Uncharted. Drool.” Instead you show the ugliest, poorest running game on the Vita and some dude walking around staring at a screen. In case you were wondering only socially obtuse people play games while walking. Its a bus, bench, break room, waiting room, plane, train, cab, office while the boss is not looking, home while the dinner is cooking, etc device. I only saw two of those in this commercial. How do you miss this stuff?

The Europe ad works because it takes the everyday and makes it an adventure. Yeah, my day sucks, Vita makes it better. $250 for a better day? Sure.

vs.

Be connected, by playing video games outside, while not feeling safe because you are walking and not looking where you are going. hashtag.

What? Come on.


64

+ cosmis_chaos on February 14th, 2012 at 1:49 pm said:

I am irritated that this is what gamers have become a bunch of whiny babies crying about everything and anything. It is just one commercial. There will be others highlighting the games and what the VITA can do.The endless crying gets on my nerves. Grown up for goodness sake.


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+ Sevyne on February 14th, 2012 at 2:01 pm said:

@cosmis_chaos I know because I am a consumer myself. Ya know, a needle in haystack of people that this is supposed to help sell a product to. Yes, I understand that this is just one commercial of what will be several, but do you really think all these years of cryptic advertising by Sony is going to change? This commercial sure doesn’t prove it will. It’s the same old nonsense that leave the common consumer confused as to what they’re trying to sell to them.

Commercials like this would make sense if it was months before release, but we’re a mere week away (and days for FEB people, but they clearly don’t need a commercial since they already have bought one). How does Sony expect to sell the Vita to the mass market without a clear representation of the hardware delivered through multiple media sources?


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+ Sevyne on February 14th, 2012 at 2:02 pm said:

Here’s the thing; I loved the PSP and it just didn’t get to shine the way it deserved to. I do not want to see that happen to the Vita. I want it to tell incredibly well. I want the Vita to get and keep massive support from developers. I want the Vita to have strong staying power in the portable space. If this is how the Vita is going to be marketed, it’s going to have a tougher climb than it should. It’s an amaing piece of tech and should be properly showcased to the world.

Just another note too; It’s not only fans of Sony products that complain. Do you live under a rock or something, or do you ONLY visit this blog? Trust me when I say this is nothing compared to what I’ve seen outside of the blog.


67

+ paradoxflyer on February 14th, 2012 at 2:04 pm said:

we should look at the complete picture here, it’s just and ad form many, this wants to show that you can play anywhere. most of the a simple concept and idea works better, NEVER STOP PLAYING and shows that the vita is capable of staying connect anywhere you go and the gps functions lets you know where are the other players so I think it’s good.
ps vita is not perfect in it’s functions right now but there’s something call updates! even the 3ds shipped with incomplete software and some icons where there just to just what will be coming up next.
just look the imporvements of the ps3 and psp


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+ cosmis_chaos on February 14th, 2012 at 2:36 pm said:

@ Sevyne. Dude it is just one commercial. There are more of them. Why are you guys harping on about it? How do you know it didn’t accomplish what it set out to do? Say you don’t like it if you want but you don’t have a clue what the commercial was for. It was made to show that you can connect and play every where. The games and other features will come with other commercials. And you wrong about the complaining. You ever see Nintendo or Microsoft fans harp on and on about every little detail about their systems. No. It’s only Sony fans that demand impossible perfection and purposely ignore perfectly good games over every small detail. That is the Sony fanboy’s greatest flaw. They can see everything wrong about everything and will not let anything go whether it is important or not. Who cares? It is a single commercial. There probably will be a dozen more each better then the rest but instead of going with that you condemn the whole Sony advertising on a single commercial. Wait until you see more THEN b***h and moan instead of the premature negativity gamers have these days. How about some enthusiasm instead of constant cynical ignorance for once.


69

+ lxcainxl on February 14th, 2012 at 2:50 pm said:

Keep your Vita, Sony.

You abandoned the PSP shortly into it’s life cycle and even dropped the PSP-Go as if it were burning your hands.

Now you claim your new toy to do the same things that you promised your customers with your previous handheld.

Stuff it. =[


70

+ Mobius2525 on February 14th, 2012 at 3:00 pm said:

The EC ad was much better than this. Come on Sony show us some KB Vita Ad’s.


71

+ Heatseeker125 on February 14th, 2012 at 3:01 pm said:

@cosmis_chaos: Congrats on your academic accomplishments. I really mean that. However, you have to remember that there are many people out there who have bachelor or master degrees in business running million dollar companies into the ground because they have no idea what the heck they are doing. Half a decade ago Sony was unstoppable and the competition sold no where close to the amount of consoles and games. Now look what has happened. So can you now see why people have little faith that the marketing team at Sony knows what they are doing with this commercial?

To say that everyone who don’t have degrees in business or marketing don’t know what they are talking about is silly. Yes, most people really have no idea how to run a business other than simple money management they learned from Sim City but it doesn’t take a rocket scientist to see that this commercial will not sell very many Vita systems or great very much excitement about it. I do agree that there will be other Vita commercials and they will probably be better, but this one stinks.

Sorry for any typos. I was in a rush.


72

+ warriorprincess8 on February 14th, 2012 at 3:12 pm said:

I like the tagline Never Stop Playing, but that Ad was awful. Tomorrow can’t come quick enough! I want my Vita!


73

+ lPHOENIXZEROl on February 14th, 2012 at 3:12 pm said:

Oops, “playing” not gaming.

Still, I’d like my “never stop playing, except maybe in these instances” idea for an advertising campaign. The news or well anyone is going to talk about this commercial as they would if it involved some distracted dude getting hit by a bus with its driver also distracted by the same device..


74

+ FORMIK on February 14th, 2012 at 3:17 pm said:

@Guy,

Please pass along my request for a Sony Reader app. Thanks!


75

+ Christian399 on February 14th, 2012 at 4:01 pm said:

@ djml “Most” of the PSP’s original audience were anything but “shooter addicts”. They are JRPG nuts and Japanophiles. Most successful genre on the platform by a wide margin, so you clearly don’t know what you’re talking about unless Sony intends to alienate the 70 million who bought the Vita’s predecessor.

I for one guarantee that if the JRPG support dries up, I’ll cash in my Vita at the nearest game store.

And all of those who like the ad still have failed to note/ comment on the fact that they’re advertising a feature (remote play) that isn’t even implemented (for an imaginary game no less). I’m in Canada and we’re not as litigious as our Southern neighbours, but that’s an invitation for a lawsuit.


76

+ Solid-Snake-Eyes on February 14th, 2012 at 4:01 pm said:

Vita looks like some awesome hardware, but there’s no way I’m paying $50 for portable games. I managed to pre-order Uncharted for $26 but I think I’m gonna sell it and wait on the Vita. I’ll probably buy one eventually tho.


77

+ cosmis_chaos on February 14th, 2012 at 4:02 pm said:

@ Heatseeker125. I am sorry you see it that way. That is the same thing people said in all Sony will fail speeches and articles. ‘It is obvious that is no good’ . They said that very thing about the VITA and every thing before it. You don’t understand what I am trying to say and are jumping to conclusions just like people always do. The commercial accomplished what it set out to do whether you like it or not. The other commercial in the EU barely even showed the VITA at all and people like that one better.It’s okay I don’t expect you to get what I am saying. It is hard to fight against mob mentality that insist on saying things and don’t listen to reason. I had the same problem with buying games and buying the PS3. People kept on telling me i was stupid to buy them and insisted I didn’t have a clue. I rode out the whole PS3 owners are idiots wave and never gave it up.


78

+ Christian399 on February 14th, 2012 at 4:04 pm said:

And I agree with FORMIK. A reader would be grand.


79

+ justin_trapp on February 14th, 2012 at 4:18 pm said:

YEA BOY!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!


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+ Sevyne on February 14th, 2012 at 4:36 pm said:

@cosmis_chaos I’m harping on about it? Honestly, I probably wouldn’t have said anything aside from 1 comment if even that, if YOU weren’t harping on about it. It is in fact you who won’t let it go. You are in here basically shunning people for giving criticisms and belittling them because you do not agree with them. You are the one who can’t seem to grasp the idea that commercials are mant for the common folk and you claim to have some sort of master in business? Ain’t you special.

Did it ever occur to you sometime in between all of your whining and self back patting, that maybe there are more qualified individuals than you that visit here? Did it ever occur to you that those very same people don’t feel the need to flash it all over the place like some badge of honor? You know what kind of people do do that? Most of the time people that are full of crap, and honestly that’s what I think of you because you seem to know less about business and marketing than a goldfish.

Ya know what though? While I was enjoying a nice nap, you continued to cry and will probably still do so for several more hours. What am I going to do? I’m going to watch some TV and relax. Maybe I’ll see a Vita commercial or two.


81

+ nicktheczar1990 on February 14th, 2012 at 5:07 pm said:

Am i the only person who’s not freaking out over a 30 second commercial bite. i mean i couldn’t sale you a twinkie in 30 seconds.


82

+ dlhdav7 on February 14th, 2012 at 5:46 pm said:

Twinkies!!!!! sold how much?


83

+ dlhdav7 on February 14th, 2012 at 5:50 pm said:

no don’t tell me the price!! it will start another fight on how you don’t know how to sell Twinkies!!!!


84

+ pacman_90 on February 14th, 2012 at 6:35 pm said:

Can not wait to get my hands on a PlayStation Vita tomorrow. :))


85

+ Ethereal on February 14th, 2012 at 6:45 pm said:

Great ad, make sure it gets out there! I am all ready to pick my first edition up tomorrow! Sony FTW!


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+ CaptainJames99 on February 14th, 2012 at 6:58 pm said:

You shouldn’t be bragging about your MBA after the complete lack of basic knowledge you’ve just exhibited. Its plain as the nose on your face you have failed to grasp anything about how business works. Any post secondary institution would be thoroughly humiliated having anyone so painfully ignorant as a graduate, if indeed you did graduate. Just remember this: many reading this do have post secondary diplomas / degrees they’ve earned through honest effort. You’d be wiser to remember that next time you pontificate on subjects of which you have no knowledge.


87

+ ImprisonedTitan on February 14th, 2012 at 8:21 pm said:

I didn’t like the ad, I think this direction is a big mistake.

There was too much emphasis on the people, and too little on the actual product you’re advertising.

You needed to show more diverse people competing. You should’ve showed a map of the entire world and put on a lot of glowing dots. Then it would show that these dots are all people playing the Vita and are constantly trying to compete for the number 1 spot on the leader-boards.

I saw another Vita ad of you showing cross-platform play. If I had no prior information of the Vita’s capability of doing that I wouldn’t have understood what you’re trying to convey. A better start would be to show someone playing and before the guy would hit a home-run, he’d pause the game, and continue hitting the home run on the Vita.

From the two ads that I’ve seen, these ads look like they were made by people that have a lot of money instead of gamers that actually know what they’re advertising.


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+ Bigcalv2002 on February 14th, 2012 at 9:19 pm said:

@cosmis_chaos, I don’t know where you get your information from, but alot of people complain about all the platforms, not just sony brand consumers! Im sorry that you clearly have no concept of “other people have opinions too”, and that you have to whine about people not following your opinion and cry about it like a baby! Also, im surprised that with your MBA (which we are all SOOO impressed with by the way), you were not able to figure out that I have NOT made up my mind about purchasing a vita! In conclusion, all I have to say is that I respect that you have your opinion, and that everyone else has their own opinions to share as well!

Can you say the same thing?


89

+ Elvick_ on February 15th, 2012 at 7:53 am said:

I like the EU ad more, but that ad is misleading. Since there’s no war shooter anywhere in sight for PSVita. Just a Call of Duty we know nothing about and could just be a PS3 port. The only shooter that’s not Uncharted is Unit 13 and it’s not on a battle field.

And when Killzone and Resistance hit the scene they won’t be like that either. Otherwise, that commercial was more impact to me.

I do agree with whoever said you should just advertise the PSVita. You need to tell people in an ad what it is, because this ad doesn’t do it as well. Since you don’t have focus on it. Just focus on the PSVita in one of the upcoming ads, all it’s new features, it being fully integrated with PSN/SEN, the new features (cross game chat, trophies, in-game music, dual analog sticks, etc), then apps (twitter, netflix, etc.) then show a montage of games with the titles on screen at all times for them.

I mean, surely you can shove the E3 type informational trailers into a commercial to air. We all know what the PSVita is because we’ve seen those kinds of trailers, but the general public hasn’t.


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+ Hinatalover85 on February 15th, 2012 at 11:57 am said:

Whoooooooooooooooo!!!!! PS VITA!!!!!!!!!! Sit Down 3ds Theres A real Handheld In Town ^_^ All My Friends I’ll CU on My Vita Kisses!!!! Love U All Got Min Pre Orderded Already Can’t Wait PS ALL DAY!!!!!!!!


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+ Hinatalover85 on February 15th, 2012 at 11:59 am said:

Never Stop Playing Long Live Playstation!!!!!!!!!!!!!!!!!!!!!!!!!!


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+ Hinatalover85 on February 15th, 2012 at 12:01 pm said:

All My Playstation Brothers & sisters I’ll Cu In 2 weeks Time!!!!!!!!! On Vacation At The Moment GET VITA!!!!!!!!!!


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+ Hinatalover85 on February 15th, 2012 at 12:14 pm said:

No Disrespect But PS Haters STOP!!!!!!! Haten’ playstation is The Greatest companey i’ve ever seen theres so much to do i own nintendo wii and xbox360 but they pale in comparisen to what my ps3 can do so ppl who hate on sony do all us die hard sony fans a favor STOP HATEN!!!!!!!!!!!!!!!!


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+ Hinatalover85 on February 15th, 2012 at 12:16 pm said:

From Me And Every Other Die Hard Sony Fan Keep Doing What You Do Sony. Making Real Games For Real Gamers^_^


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+ paradoxflyer on February 15th, 2012 at 2:00 pm said:

I see people don’t like the ad, some love it, others don’t care and will still buy a vita, whatever it’s your opinion the ad left an impression in all of us, at the it’s seems everybody wants the vita to be great so maybe the ad actually works


96

+ CutMeUpJenny on February 16th, 2012 at 9:42 am said:

Is Lowe’s getting a refund for their marketing campaign now? Because “Never Stop Improving” just lost almost all of it’s impact…Or is Sony getting a refund since the firm they hired clearly didn’t do their homework.


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+ CaptainJames99 on February 17th, 2012 at 12:12 pm said:

ParadoxFlyer, its not just that the commercial is so Godawful bad, not focusing on the vita or even really stating what it is at all but that the vita has gone unadvertised so completely until its already on the streets. People who pre-ordered already have the vita in hand and the commercial still remains unseen on actual broadcast TV. I’ve had my eyes open and havent seen it once. The main point is this: if most of the public doesn’t know it exists they won’t buy it. Unlike some commenters I can remember further back than last week. One system I remember was the Atari jaguar, a system I liked but very poorly advertsided like the vita is now. It sold exceedingly poorly by all reports well under half million units. It’s not rocket science, chemistry or calculus to figure it out. Failure to advertise adequately is failure to sell.


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