PS Vita Masters Are Sony's Answer to Apple Genius

Sony's putting so-called PS Vita Masters in Japanese retailers to answer consumer questions about the new console.

From 25th February to 1st April, the staff will explain the system's built-in features, its 3G functionality and generally push you towards picking up one of the shiny handhelds.

They also get to wear special t-shirts, so that's pretty cool.

Sony Computer Entertainment Europe has offered similar in-store experiences with its own product reps, so don't be surprised if you see the European equivalent of a PS Vita Master in your local high street store soon.