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Sony Eyes Younger DS Demographic In New PSP Campaign

Sony Computer Entertainment Europe is launching a new PSP community site as part of a campaign that will be targeting 8-15 year olds in an attempt to broaden the handheld’s audience, according to a new report.
The Nintendo DS has shipped 100 million units worldwide. One of the reasons the handheld (and its predecessors) has done so well is because it appeals to a broad range of consumers, including kids. The competing PSP has sold 50 million worldwide, but its audience is generally older than the DS’. Sony Computer Entertainment Europe would like change that by launching a new PSP community site as part of a marketing campaign targeting 8-15 year olds, according to a report in New Media Age. PSPinyourhands.com intends to encourage kids and their families to upload images and videos to share with other members of the online community. The site is currently in beta. But PSP’s UK product manager Claire Backhouse says that despite a stronger focus on the younger crowd, Sony doesn’t plan on alienating the older audience. “PSP is going for a younger market, which isn’t something we’ve really done before,” she said. “Our heartland is 16-24-year-old men and always will be — they won’t be neglected in the slightest. But the summer’s game releases, such as Harry Potter and Petz, as well as the launch of the new colors, are certainly appealing to an 8-15-year-old audience.” In February this year, Sony Computer Entertainment America also announced that it would be releasing a $199 Hannah Montana PSP bundle, as well as Ubisoft Petz hardware tie-ins. Backhouse said the website initiative is an extension of the Your Whole World In Your Hands campaign, which launched last year.

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