Japanese electronics giant Sony with proven selling experience of Japan market launched its new dedicated console gaming device for high-end handheld portable console market named PlayStation Vita in North and Latin America, Europe, PAL regions, and Singapore on February 22, 2012. We see this development as an evolution of gaming as the portable handheld gaming market, including consoles, have gone through a massive revitalization in last 10 years. The notable shift has taken place on gaming preference shifting from hardcore gamer to casual gamer. However, Mind Commerce observes that there remains a market opportunity among niche target group for portable handheld gaming devices (such as PS Vita) with multifunctional capabilities such as digital download facility PS store.

1. Sony PlayStation Vita
Mobile Console vs. Cellphone-based Gaming Market 2012-2017
March 2012

2. Overview:
Japanese electronics giant Sony with proven selling experience of Japan market launched its new dedicated console gaming
device for high-end handheld portable console market named PlayStation Vita in North and Latin America, Europe, PAL re-
gions, and Singapore on February 22, 2012.
We see this development as an evolution of gaming as the portable handheld gaming market, including consoles, have gone
through a massive revitalization in last 10 years. The notable shift has taken place on gaming preference shifting from hard-
core gamer to casual gamer. However, Mind Commerce observes that there remains a market opportunity among niche tar-
get group for portable handheld gaming devices (such as PS Vita) with multifunctional capabilities such as digital download
facility PS store.
This research includes:
• Vita platform development market opportunity analysis
• Analysis of console vs. mobile/cellular gaming marketplace
• Vita & console gaming market projections through 2012-2017
• Evaluation of PS Vita positioning as dedicated premium gaming device
• Vita competitive positioning vs. smartphones, market prospects, and more
Key Findings:
• The US will hold 60% of device market share by 2017
• Device unit sales is expected to growth by 1358% through 2017
• The average game unit sale is expected to reach 52.5 billion by 2017
• Average gamers' game units consumption is expected to reach 3 from 1.5
• Sony will hold the market lead by 40% market share defeating Nintendo behind
Target Audience:
• Mobile network operators
• Electronic gaming device manufacturer
• Video Game publishers and developers
• Social game and Casual game publishers or developer
• Gaming infrastructure providers (equipment, software, and services)
Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com

3. Table of Contents:
1.0 MARKET OVERVIEW AND PLAYSTATION VITA (PS VITA) LAUNCH 4
1.1 PS VITA MARKET BACKGROUND 4
1.2 UK LAUNCH CROWD INDICATE ABSOLUTE POTENTIAL 5
1.3 PS VITA MARKET POSITIONING 6
2.0 PS VITA LAUNCHING OFFER REVIEW 7
2.1 PRICING IN US, UK & AUSTRALIA 7
2.2 5 PS VITA LAUNCHING GAMES TITLE 7
3.0 COMPETITIVE LANDSCAPE OF PS VITA 9
3.1 TECHNICAL SUPERIORITY WITH CONSOLE DEVICE 9
3.2 DIGITAL DOWNLOAD FACILITY: PS STORE 9
3.3 PARTNERING WITH VODAFONE 10
3.4 USER CONVENIENCE OF PS VITA DEVICE 10
3.5 PS VITA VS. MOBILE DEVICE 12
4.0 PS VITA GAME TITLE REVIEW: 10 BEST GAMES INCLUDING PRICE 13
5.0 PS VITA & CONSOLE GAMING MARKET PROJECTION 14
5.1 VITA CONSOLE UNIT SALES PROJECTION 2012 - 2017 14
5.2 REGIONAL UNIT SALES DISTRIBUTION OF PS VITA CONSOLE 2012 - 2017 14
5.3 PS VITA GAME UNIT SALES PROJECTION 2012 - 2017 15
5.4 CONSOLE GAMING MARKET SHARE 2011 - 2017 15
5.5 DEDICATED VIDEO GAMER PROJECTION 2011 - 2017 16
5.6 CONSOLE GAMING REVENUE 2012 - 2017 16
5.7 CONSOLE VS. MOBILE GAMING REVENUE 2012-2017 17
6.0 PS VITA PLATFORM DEVELOPMENT PROJECTION 19
7.0 OPPORTUNITY ANALYSIS WITH PS VITA 20
7.1 OPPORTUNITY FOR GAME PUBLISHER & GAME DEVELOPER 20
7.2 OPPORTUNITY FOR TELECOM OPERATORS & BRANDS 20
List of Figures
Figure 1: The UI of Sony PS Vita (copyright: Sony) 5
Figure 2: Fan Crowd on London's Oxford Street for the Vita launch (copyright: telegraph UK) 5
Figure 3: PS Vita console sales projection 2012 - 2017 14
Figure 4: Vita console sales Japan vs. US vs. Worldwide 2012 - 2017 14
Figure 5: Game Unit Sales Projection of PS Vita 2012 - 2017 15
Figure 6: Sony vs. Nintendo vs. Other Console Gaming Market Share 2011 - 2017 15
Figure 7: Dedicated video gamer, US vs. Worldwide Projection 2011-2017 16
Figure 8: Revenue projection from Console gaming 2012 - 2017 17
Figure 9: Console vs. Mobile gaming revenue share 2012-2017 17
Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com

4. Order Form
Report Title
Sony PlayStation Vita: Mobile Console vs. Cellphone-based Gaming Market 2012-2017
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Team License (2-5 people) …… $ 1,865 USD Other Licensing options available: Contact Mind
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www.mindcommerce.com/Publications/Vita_CellphoneGaming.php
Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com