Sony Believes Mobile Gaming Can Amount To More Than 'Kill-Time' Applications.

“When you look at the type of consumer that’s playing cell phone games currently, it’s someone that enjoys smaller ‘kill time’ gaming and has not gravitated to the larger, richer, deeper experiences that true handheld gaming provides,” Sony’s hardware marketing director John Koller told Gamespot.

“We’ve certainly seen that on the PSP, and I know Nintendo has probably commented on it for their products, but as we go toward the PlayStation Vita, I can tell you that as we started looking at that product and the market opportunity several years ago, we saw a real strong demographic for those deeper, richer, console-type experiences.”

Koller emphasised that it is the variety in controls that make Vita a tantalising options for hardcore gamers and casuals alike.

“That ‘new ways to play’ idea, particularly for Vita, really differentiates from what’s available on mobile phones or tablets and, frankly, what will be available on those platforms over the next three to five years,” he said.

“You’re going to see PS Vita expand what a lot of people believe to be true about handheld gaming, and you’re going to see a lot of those current mobile phone and tablet gamers come over to Vita. We’re very convinced of that.”