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Portables (Games) Sony

PSP To Refocus on Teen Market 98

Posted by Zonk
from the finally-cracking-a-market dept.
Wired's Game|Life blog, and writer Chris Kohler, have the news that the PSP will be aiming at teen users in the near future. This from PSP senior product manager John Koller, who connected the recent system price cut to this new initiative. "Going forward, Sony will unveil the 'Dude, Get Your Own' campaign. The idea this year, says Koller, is to 'break out of the home cycle.' A significant amount of PSP users in that 13-17 group play the device at home. 'The teens that are doing this value the ability to utilize the portability,' Koller notes paradoxically. By portability, he clarifies, he means 'I can play it upstairs while my parents are watching the TV downstairs.'"
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PSP To Refocus on Teen Market

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  • Wasn't the PSP already aimed at at teen users?
    • Re:Ummm... (Score:5, Funny)

      by Conception (212279) on Thursday April 05, 2007 @03:54PM (#18625583)
      No, they were working on the Mexican Squirrel market for a while there.
    • Re:Ummm... (Score:5, Funny)

      by creimer (824291) on Thursday April 05, 2007 @03:54PM (#18625591) Homepage
      It wasn't that much of a hit among the /. basement crowd. As the summary said, Sony is now focused on the teenagers upstairs who actually -- gasp! -- know what the yellow light in the big blue room is. Sad but true.
    • Wasn't the PSP already aimed at at teen users?

      Naw... 20 somethings wanting to relive playing PS1 games they played 10 years ago.
    • Re: (Score:3, Interesting)

      by porcupine8 (816071)
      If it wasn't, they failed even more miserably than I thought. The only person I know with a PSP is my 16-year-old brother, while I know several adults in the 20-30 age range (myself included) with DSes.
      • by Ryunosuke (576755)
        this is very true. in my area the only people I know with PSp's are the keeping up with the Jones' types who have to have the best/newest shiney thing out. This reads as "I know of about 5 people in 200 that even care about the PSP" which I find amusing. I'd buy one, if we get a rogue galaxy/ff type game on it, but then it was never marketed towards rpg players now was it?
      • I knew a bunch of single employed twenty-somethings working in Silicon Valley that bought PSPs shortly after release, I myself was one. However like most of the people that I know that bought one, I indeed regret it. The game support is lack luster to non-existent and Sony is pretty hostile to their customer base as is.
    • No, it was targetted at racists and people who propogate stereotypes.

      (I'm sure you've seen the squirrels and the dust bunnies commercials)
    • If you look back at the old interviews from 2004 when the PSP was unveiled, you'll probably find something like "DS is Babies, we're aiming the PSP at mature adults".
      They done the same mistake again with the PS3, when the managers seemed to think that every PS2 gamer was as rich as themselves, so they outpriced their main costumer base (kids and teens)
  • The fact that it's portable isn't exactly unique to the PSP, but I think one thing going forward with it will be the ability to link directly to the Playstation 3 using your PS3 and a wireless router (you no longer connect directly to the PS3, IIRC). So once they give you the ability to play the PS3 games on your PSP using the remote feature, you basically will have a portable PS3 at home. And it's probably likely they'll do this, given that the PS3 to PSP functionality is more like Terminal Services than
    • For many reasons, you are not going to be able to use your PSP as a wireless display/controller for the PS3.

      I fear you are stuck with watching Sex in the City (or buying a cheap TV to play your PS3 games on).

    • by JordanL (886154)
      As an owner of a DS, a PSP, a PS3 and a Wii I can tell you that one DEFINITELY reinforces the other. My PSP becames so much better with my PS3 and visa versa.
    • by J-Doggqx (809697)
      "So once they give you the ability to play the PS3 games on your PSP using the remote feature, you basically will have a portable PS3 at home."

      That is an interesting idea, but i think there are a couple of problems with it. The biggest one would be the lack of a right analog stick on the PSP. I would think that (and the lack of the second set of shoulder buttons and SIXAXIS like accelerometers) would prevent being able to play any PS3 game on a PSP. That isn't even discussing the drastic difference in gr
    • I think one thing going forward with it will be the ability to link directly to the Playstation 3 using your PS3 and a wireless router

      Yeah, except that teenagers don't own PS3s, because they cost, like, $10,000.
    • by Guppy06 (410832)
      That would be interesting, except that the quality of streamed video and sound over the Remote Play feature leaves a lot to be desired; supposedly it actually works better with homebrew code.

      As it is, you can't even use your PSP to start up Folding@Home.

      Perhaps one day, there'll be some sort of PSP/PS3 connectivity along the same lines as what you saw between the GameCube and Game Boy Advance. Whether or not it will be enough to distract gamers from the Wii/DS connectivity planned to be unveiled with the
  • >>'The teens that are doing this value the ability to utilize the portability,' Koller notes paradoxically.

    How can this be a paradox? Portability is the driving force behind handhelds.
    • by MS-06FZ (832329) on Thursday April 05, 2007 @04:06PM (#18625839) Homepage Journal
      (And a great big cookie to anybody who gets the reference in the subject line!)

      The "paradox" is that people are playing the portable system at home. It's not really a paradox, it just means that the ability to take a portable system elsewhere is not the only good reason to use a portable. I think this is significant (if you accept the idea - and I do) because the PSP is a bit large for a portable system - but also very powerful for a portable. If you look at it as a machine you're gonna take places, it may seem unwieldy - but if you look at it as a machine you'll use at home, it's convenient and the feature set is not too shabby....
      • by Burning1 (204959)
        The world needs more Splashdown [wikipedia.org] fans! For those aren't familiar with Splashdown; you owe it to yourself to give them a listen. Most of their songs are available online [sadena.com].

        I highly recommend 50%, Ironspy, and Games you Play. Anything from the Blueshift CD is amazing.

        As a side note, I was a little disappointed by Universal Hall Pass but I did think it was worth checking out. Melissa is a great singer.
        • by MS-06FZ (832329)

          The world needs more Splashdown [wikipedia.org] fans! For those aren't familiar with Splashdown; you owe it to yourself to give them a listen. Most of their songs are available online [sadena.com].

          Thank you! You get a cookie! Not just any cookie but a GREAT BIG COOKIE! It's gluten-free, and very yummy.

          For first-timers heading to the Splashdown archives, just tell 'em Wirt the Peg-Legged boy sent ya.

          You know, I got my sister interested in Splashdown and the first show of theirs she saw was their last. :|

          I highly recommend 50%, Ironspy, and Games you Play. Anything from the Blueshift CD is amazing.

          Personally I like Paradox better than Games you Play - I mean, they're basically the same song, of course, and I like the embellishments in the Blueshift version ("Games you Play", for those unfam

    • When most people think "portable" they think about being able to use it outside of their home (on the train, at school, in line, etc.). Not just in other rooms of the house.

  • I can definitely relate to the urge to play a portable game system at home - in some ways it's just less hassle than booting up the PS2, taking over the TV, etc. I play the DS at home a lot, it's nice and self-contained, which is especially advantageous since I just moved and most of my stuff is all jumbled aboot.
    • And, coincidentally, playing it is also probably effectively keeping your stuff jumbled aboot because you can't clean- you're too busy playing your DS! ;-)
      • by MS-06FZ (832329)
        Well, Mars needs women, we need bookshelves. Until we get the needed storage furniture most of the stuff got no place to go.
    • by HTH NE1 (675604)
      And, by playing it at home instead of out on the street, teens are less likely to be distracted into walking into the path of a bus or to get mugged for their PSPs (apart from older siblings and their ruffian friends).
    • I have a PSP and a PS2, and indeed I use the PSP more at home than anywhere else? Why, because dear wife can watch TV while I play PSP while we're sitting/lying on the same couch. As for the lack of good PSP games, well, there is certainly not as much choice as for the PS2. I did however love the fact that Sid Meiers Pirates came out. Brings back old memories and is still as addictive as back in the day.

      Other good games I have are: Liberty City Stories, LocoRoco, Popolocrois. The last one is kind of

  • Obviously (Score:4, Funny)

    by DJCouchyCouch (622482) on Thursday April 05, 2007 @03:59PM (#18625679)
    Obviously, selling to the 55 to 75 demographic wasn't working

    DJCC
  • Dude! (Score:3, Funny)

    by Bobfrankly1 (1043848) on Thursday April 05, 2007 @04:02PM (#18625741)
    Dude!, Yer getting a d....PSP!!!!
    Sorry, couldn't resist, someone would have done it eventually....

    *ducks the negative mod points*
  • by kinglink (195330) on Thursday April 05, 2007 @04:18PM (#18626027)
    What say teenager other than a good dick joke (link to blog that contains video and then links to video:http://kotaku.com/gaming/psp/clip-and-the-ps p-pedo-teen-ads-start-249812.php)

    Seriously Sony can't find a market for this piece of hardware, Sony didn't drop the price retailers DEMANDED sony drop the price because they had given so much store space for it and they weren't even able to make a profit on it. Otherwise you wouldn't see that many PSPs anywhere.

    Sony doesn't have the games the fans want, doesn't allow the functionality the fans want, and charges more than the DS. The question Sony needs to ask themselves is the following what part of that sentence means the PSP is a good idea? I stated when the PSP first came out it needed unique games. All I saw then was PS2 ports. Now a couple years later I own one (great MP3 player, homebrew system, and I got it at a steal) but now I ask the same question. Lumines can only go so far. The owners of the system can't even find the unique games because all the get are 100 ports and 1 unique game. There's good games out there, but Sony isn't giving the unique games a shot.

    Now reread that last paragraph, change DS to Wii, Ps2 to 360, and Lumines to Resistance. Oh and then change it to the fact I don't own one. It's the same story, the PS3 can't find an audience because it's just a "me too" situation. They don't have any worthy exclusives for at least 6 monthes. Their current games are moderate (Motorstorm and resistance didn't impress much at the game studio I work) Ps3 home can only go so far(especially when unlike the 360, it's only for when your not playing games. On the 360 when you're playing the games you still get voice chat, friends and more while playing your chosen game)

    Sony needs a new direction. And sadly it's too late this generation, the die has been cast, they crossed the Rubicon. They didn't provide the fans with what the fans wanted. They didn't provide the developers with what developers wanted. They provided sony with what sony wanted. Anyone telling you they are supporting their developers is a first party studio or getting paid (through assistance or money). A lot of studios were thinking it but Eidos gave it voice last month, and you'll see more and more developers giving secondary support to the ps3 versions of games.
    • Now reread that last paragraph, change DS to Wii, Ps2 to 360, and Lumines to Resistance. Oh and then change it to the fact I don't own one. It's the same story, the PS3 can't find an audience because it's just a "me too" situation. They don't have any worthy exclusives for at least 6 monthes. Their current games are moderate No, you reread it. My head hurt the first time I tried decoding your english.
  • by GroeFaZ (850443) on Thursday April 05, 2007 @04:24PM (#18626155)
    You can play it anywhere in and around the house. Mowing the lawn? PSP! Cleaning the pool? PSP! Taking a shower? PSP! The finite possibilities downright scare me.
  • by voice_of_all_reason (926702) on Thursday April 05, 2007 @04:30PM (#18626267)
    Black Handheld needs games badly.
    Black Handheld, your life force is running out.
    Black Handheld is about to die.

    The modern story of Sony could be summed up in: "Someone shot the food!"
    • Is there really an impression that the PSP isn't doing well? I know it sold over twenty million units, and it has a decent game library. What's up with the gloom and doom?
      • Re:What's wrong? (Score:5, Interesting)

        by MeanderingMind (884641) on Thursday April 05, 2007 @06:44PM (#18628309) Homepage Journal
        Tough to say.

        Firstly, the PSP is fighting against decades of nostalgia. Despite the rise and fall in their console market share, Nintendo has been the undisputed champion of hand helds. They've defeated Atari, Sega (who even made a handheld Sega Genesis of all things), and anyone else who happened to try to muscle in. Simply put, if you played a dedicated portable game system in the past 20 years it probably was either Nintendo or one of those crappy $5 battery eaters.

        Secondly, Lumines was great. That doesn't sound like it was bad for the PSP, but it was all the PSP really had going for it at first (at least in terms of games). People who bought it for games had to wait a long time for the now oft cited excellent titles to appear on the system. That slump both gave Nintendo the chance to prove the DS had what it took, and took away what had otherwise been excellent momentum from the PSP.

        Thirdly, load times. The PSP is, to my knowledge, the first handheld that sports the oft maligned loading bar. I remember this being the most common complaint about the portable a year or two back. It takes the DS all of 2 seconds to boot up, and as few as 5 to get from there to playing the game. The worst I've ever seen was 15 seconds from "flip to frag". However, the PSP reportedly could take in excess of a full minute to load a game.

        Fourthly, news. We don't hear much about the PSP in the news outside of how homebrewers have again bypassed the latest firmware update, or how the DS is outselling it 2 to 1. We don't hear about how a game sold incredibly well, only about how everyone loves New Super Mario Bros. or Nintendogs. We learned about the death of UMD, while at the same time learning about how Nintendo was broadening and expanding the market. While the games problem is at this point rectified, there isn't much good news to be heard.

        Fifthly, the PS3. While it may not be fair, a number of people have turned against Sony for what they see as an outrageous insult to their intelligence and pride. Should the PS3 be viewed as such? Not really, but for some it is. That also translates into anger against anything Sony, which includes the PSP. Guilty by association I fear.

        Lastly, Sony PR. All of the above are conquerable and defeatible obstacles, except Sony's PR is terrible. We might have figured it out back with the borderline racist squirrels, or the ill-conceived graffiti campaign. They might have noticed when their PS3 ads and marketing were similarly ill-received. However, the bottom line is that if Sony had made the Wii or the DS, even with the same line-up of games and Shigeru Miyamoto behind them, Sony's PR would block the pathway to success like a giant, immovable boulder. They more than anything else are in a position to solve the issues the PSP faces because they are mostly issues of image, but they have also proven themselves to be absolutely incopetant at their job. They're even bad at finding other people to do their job for them (again, see the graffiti and that "grass roots" website campaign). In short, Sony's ball and chain is their PR, and until they stop dragging that dead weight behind them they'll never be able to catch Nintendo.

        I'd rather like that all to change. It'd be nice if the systems could be weighed purely on their merits and achievements rather than by the stupid things their PR departments do.
        • Re: (Score:3, Interesting)

          by rsmith-mac (639075)
          Software would seem to be the primary problem. The biggest problem is sales numbers, but I'll touch on quality quickly. The PSP games seem are too often remakes and ports of PS2 games; Madden, GTA, etc. It does have some unique games, but unlike the DS these games aren't selling very well.

          As far as the game sales numbers go, the PSP is having a terrible time. The best selling PSP game in North America is GTA:LCS at just shy of 1.5 million units, which is behind several DS titles. Additionally a lot of anecd
          • Re: (Score:2, Interesting)

            by benzapp (464105)
            As far as the game sales numbers go, the PSP is having a terrible time. The best selling PSP game in North America is GTA:LCS at just shy of 1.5 million units, which is behind several DS titles.

            So I never heard of VGCharts before. It's an interesting site. It does list SHIPPING quantities, not actual sales figures - which is an important difference. But anyway... I was curious which DS titles sold more than GTA:LCS. I live in NYC and see plenty of portable gaming systems on the subway. I'd say the PSP
            • The only DS games to outsell GTA:LCS include stuff like Nintendogs, Mario, Pokemon, Braintraining, and Animal Crossing. Outside of Braintraining, which does sound remotely interesting, would an adult play any of these games?

              Yes. Next question?

              Isn't it possible the DS is just marketed and oriented towards children while the PSP simply is not?

              No. [youtube.com]

              The PSP is not marketed towards adults. Really. I own both a DS and a PSP. The DS gets the "adult" games like Hotel Dusk: Room 215. The PSP gets the "I wi

              • Yes. Next question?

                Hmm. How about this, why don't you find me the personal website of an adult, even a college student, that proclaims fanatical devotion to Pokemon and Nintendogs. Especially in light of the sales figures you cited, I just din't believe it.

                The PSP is not marketed towards adults. Really. I own both a DS and a PSP. The DS gets the "adult" games like Hotel Dusk: Room 215. The PSP gets the "I wish I were an adult and need to pretend to be one by plaing violent games" games like GTA.

                I was think
                • by ZorbaTHut (126196)
                  When I got New Super Mario Bros I played it pretty much constantly until I finished it. Several of my friends did the same. We have semi-regular DS multiplayer bouts, where NSMB and Mario Kart 64 are our staples. Several of us have played and beat Super Mario 64, and several of us own Tetris (I do not, due to a huge game queue at this point, but I did get Mario and Luigi Partners in Time.) I believe several of us own Nintendogs too, though I haven't gotten into that one. (I've been kind of avoiding it since
                • by LKM (227954)

                  How about this, why don't you find me the personal website of an adult, even a college student, that proclaims fanatical devotion to Pokemon and Nintendogs

                  Huh? Why would I do that? Are you claiming that there are no adults who have a fanatical devotion to Pokémon or Nintendogs? If so, you are probably somewhat insane. Pokémon, by the way, is an RPG with a rather complex fighting mechanism, and it is played by many adult gamers. Nintendogs is played by adults as well, especially females. Yes, I

                  • by benzapp (464105)
                    Huh? Why would I do that? Are you claiming that there are no adults who have a fanatical devotion to Pokémon or Nintendogs? If so, you are probably somewhat insane. Pokémon, by the way, is an RPG with a rather complex fighting mechanism, and it is played by many adult gamers. Nintendogs is played by adults as well, especially females. Yes, I know several women who did play that game for months and months when it came out.

                    Oh yeah, when you know you can't win an argument, just attack the premise as
                    • Oh yeah, when you know you can't win an argument, just attack the premise as insane. Ok.

                      I don't know if you ever took logic, but one of the fundamentals states that should a conclusion follow from its premises, you can only refute the conclusion by refuting the premises.

                      They may not have included internet-based evidence in this endeavor simply because it's easy to find. Whether from the horse's mouth or otherwise. Although, I'll admit that using the term "Adults" in your search can retrieve some less desira

                    • No, I am saying that far fewer adults are playing the DS than the PSP. I've seen it myself across all races and classes.

                      As you stated, in your experiance, riding the subway in NYC that very well may be true. Go to Tokyo (or any major city in Japan), and it will paint a very different picture. The DS is very much a mainstream product, and the PSP is more niche.

                      I simply refuse to believe the majority of people playing Nintendogs and Pokemon are adults.

                      In NYC that may be true, but travel more and you

                    • by LKM (227954)

                      Oh yeah, when you know you can't win an argument, just attack the premise as insane. Ok.

                      That's quite an ironic way to answer to my post. Nothing I can say to that, other than that you're kind of making my point.

                      I argued that it was not targeted at adults, and that the DS was a better console for adults.

                      Why don't you read your original post - you didn't make any such claim.

                      This is indeed kind of baffling. I did not argue that the PSP was not targeted at adults, and I did not argue that the DS was

                • by Firefly1 (251590)

                  I was thinking more along the lines of Metal Gear Portable Ops or Ace Combat X - these games, while they are easily played by children, have a more serious tone and artistic style that isn't insulting.

                  Those are two of the reasons I've considered getting a PSP now and again; others include Killzone: Liberation, the Metal Gear Ac!d titles, and Pursuit Force. The price drop just validates the theory that, at least with game systems, all good things come at reasonable prices to they who wait.
                  On the other ten

            • I dunno. It just seems like most of these games are not oriented towards my age group.

              I'm not sure what age group you are, but I'm 25 and I like a lot of the games on that list, while my PSP has only been used for Valkyrie Profile. All of my friends have DSs but I'm the only one I know with a PSP. The DS isn't made just for children by any measure.
            • by PyroMosh (287149)
              Just because something is appropriate for children, does not make it "just for children".

              I own a DS and I have a couple dozen games for it. I play it about two hours a day on the way to and from work on the train each day. Unlike posters who have mentioned similar activity, I can not report having seen anyone playing a DS or a PSP on the train. Maybe Philadelphia is a bit different, but I never see it.

              A game like Barbie Horse Adventures, I'll agree. Probably just for kids. Kirby Squeak Squad, probably
              • by benzapp (464105)
                I don't know how old you are, but I'm 27, and I think these titles are marketed squarely at me. I grew up with Mario, and Mario Kart. I'm going to guess that you're perhaps a bit younger, since you singled out Final Fantasy to defend. Perhaps a PS1 was your first system? Perhaps I'm wrong, it's just a hunch.

                Nahh, I'm 29. I spent my entire childhood playing those nintendo games. Final Fantasy II and III were probably my favorite games for the SNES. Never got a PS1 or PS2, although I have a Gamecube, I got
      • My own personal observation. I went to the store one day with $300 in cash. Saw the PSP for $250 and thought I could get one game with it.

        There wasn't a single one on the shelves (and PSP had the largest allotment of space) that interested me and I hadn't already played on the PS2. Don't get me wrong, I'd rather a PS2 version for the big screen, but there wasn't even a game left I was interested in.

        DS, on the other hand, had a new castlevania, mario, final fantasy, and remakes of several others (final
  • by shoptroll (544006) on Thursday April 05, 2007 @05:11PM (#18627067)
    Because targeting it at the 20 something crowd who actually could afford it did wonders for sales?

    I can see this move if this was October and XMas was looming. But early April? "Mommy I want a PSP for Easter. Pwetty pwease? How about Memorial Day?"

    I smell pre-whatever-the-hell-e3-is-this-year-hype... Or a quick attempt to keep their product relevant and on the shelves.

    *Waits to see if Nintendo fires back by dropping the DS Lite to $149 or $129 (could kill both the PS2 and PSP in one shot lol)*
    • Re: (Score:3, Informative)

      by porcupine8 (816071)
      You... do know the DS Lite has always been $129 (US), right? And considering it's been out for less than a year, I'm guessing the first possible price drop wouldn't be til Christmas, if then.
      • I'm betting $100-110 by Christmas. I picked mine up around September, but I know a few people that are holding out for that magical $99.99 price tag. Either that or they would need to include a game or two.
        • They could buy used. I got my DS for $90 - and it's bright red! They don't even offer the Lite in that color yet. ;) But yeah, I'm guessing they'll either drop the price or bundle a game for Christmas.
    • by Talgrath (1061686)
      Erm, how would it kill the PS2 (one of the best selling game systems of all times)? Sure, the PS2's lifespan is coming to an end because the next generation of consoles is out, but it wouldn't be a DS Lite price drop that would kill the PS2; especially since they aren't even in the same market (the portable market and the console market are two different beasts). If anything will "kill" the PS2, which i assume you mean drop sales to nil, it will be the end of the PS2's generation of consoles, and it looks
  • Just as you could always tell a Genesis kid from a Super Nintendo kid, since the ps3/360 are too similar, the closest thing is DS vs PSP kids. I was a Genesis kid. Who were you?
    • by TGTilde (874930)
      Genesis duh. Game Gear over a Game Boy too ... I want my money back for all the batteries it ate though.
    • I still have the SNES my siblings and I saved up for and bought with our own money when I was 14...
  • When I first read this, I thought it said "Dude, get your own campaign", which actually would have been quite accurate, given that Nintendo has been marketing to the younger audience for years.
  • by AbsoluteXyro (1048620) on Thursday April 05, 2007 @05:39PM (#18627491)
    I saw one of the new ads on Sony's PSP website. It read "Easily more affordable than having a girlfriend. Dude, get your own." It seems to imply a scenario of trading up a PSP for someone's girlfriend, to which the reply is "Dude, get your own (girlfriend)." I'm sure that's not what it is supposed to mean, but the combination of tag-lines on that particular ad could have been better thought out. Not to mention the overall demeaning tone of the piece, I'm not sure who it is supposed to appeal to; it seems to make fun of teenage boys who do not have girlfriends by reassuring them that hey, at least your video games are cheaper than the girlfriend would be, and at the same time it encourages teenage boys to think of girls as little more than paid service providers. So right there you've alienated boys without girlfriends, girls all together, and any other teens that might find the ad offensive. I guess at least it isn't as bad as "Take a running leap here" posters near subway tracks.
  • All they have to do is un-Sony the PSP and it will rock. Step one: add a 20/30 GB hard drive, ipod style. The memory stick limitation is killing them.

    Already has a great little screen and it's able to get online via wifi. Make the wifi able to share files amongst other devices...even just PSP users, and you got something.

    As a portable gaming device, it's limited. As a universal portable media device it will sell like an ipod. Make it run Skype and flash video via the wifi and I'll even buy a few.

    Sony could
  • The new price is certainly enticing to people that were on the fence, however, I can't shake the feeling that this move is to preemptively combat one of the biggest releases for the DS in a while. Two versions of Pokemon are going to be released on April 22nd. I feel like this is the game that will sell the DS for that people that are still picking up the older GBA SP models.

    It'll be very interesting to see the NPD sales for this month.

    That being said, i'll wait for the next price drop to get one, can'
  • What if Sony tried to gear the PSP to the gamer market instead?

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