$50 million means that Vita is Sony’s biggest launch ever

The new handheld Vita is hitting North America on February 22, and Sony is ramping up the hype machine to prepare for battle with the Nintendo 3DS and other mobile devices. SCEA director of hardware marketing John Koller says the Vita campaign will be “the largest platform launch in terms of marketing investment we’ve ever had.”

TV commercials, billboards, and digital ads will all be part of the marketing push and social media will play a role as well. The campaign’s theme of “Never Stop Playing” — based on Vita’s ability to allow users to continue to play PlayStation games outside of their homes — will be accompanied by the Twitter hashtag, #gamechanger.

Men in their 20s who play PlayStation 3 for at least eight hours per week are the main target audience, so there’s a good chance that means you. We’d tell you to watch out for the marketing blitz, but you probably won’t have to if SCEA knows what they’re doing.