Sony actively targeting iPhone users with PSPgo advertising

It's expected to be an uphill battle for the PSPgo when it launches on October 1st, due in part to the hefty pricetag of £225 and the fact that many retailers seem opposed to selling a product that will actively keep consumers out of their shops.

Therefore, Sony is apparently giving its £6 million quite a narrow focus; aiming directly at technophiles already familiar with digital downloads and gaming on the go.

“The market for PSPgo is more young lifestylers and people really into their technology," SCEE's product manager Claire Backhouse tells Mobile-Ent.biz. "We’re targeting those who are already familiar with downloading content, such as iPhone users."

While this won't be an easy sell, the similarities between the two platforms are strong and could, at the very least, encourage iPhone gamers to test out Sony's new online and digital approach – either through full PSP game downloads or, more likely, its new range of bite-sized Minis.