PS Vita TV will come to the West using "different marketing route"

Andrew House, CEO of Sony Computer Entertainment confirmed the PS Vita TV coming to the West, but stressed that the marketing strategy for the product may be different from that in Japan, where the use of streaming systems is still very new .

House had previously stated that the device would be limited only to the Asian market.

"The positioning of Vita TV may be different between Japan and other markets," he said. "This may sound a bit counterintuitive, but we wanted to release them in Japan first because I believe that there is no one device that encouraged the use of streaming content [in the country]."

"We felt we had the opportunity, therefore, to counter the strength of the PlayStation Vita, whose selection of games is very big in Japan, and combine it with the functionality of a streaming media box, offering something new to the Japanese consumer and be at the forefront of creating a new market for this device. "

A new format

The PS Vita TV is a device that makes it possible to play games on the cartridge and digital format on a high definition TV and using the DualShock 3:04 controls.

In the West, the market is represented by streaming devices like Roku and Apple TV, which for House indicates a better understanding of the type of service that the Vita will provide TV. "We see a potential strong market elsewhere in the world, but we will be using a different route to sell the product in the U.S. and Europe than in Japan."