Sony said the PlayStation Vita has “the largest platform launch in terms of marketing investment" the company has ever had.

Speaking to the New York Times, SCEA director of hardware marketing John Koller said Sony plans to spend $50 million marketing the Vita. “Never Stop Playing,” will be featured on many of the ads as will the Twitter-influenced hashtag, #gamechanger, according to the report.

Sony's target audience for the Vita is "men in their 20s who play video games eight hours a week or more and own a PlayStation 3 console."

The company already partnered with Taco Bell to market Vita.

PlayStation Vita is out February 22.

[Source: New York Times]