Sony to launch Vita mobile-gaming device

Sony is intensifying its push in handheld gaming with a gadget aimed at hard-core players looking for something with a bit more punch than "Angry Birds," "Words With Friends" and other smartphone pastimes.

The PlayStation Vita, already available in Japan, debuts in the United States and Europe Wednesday. A basic, Wi-Fi version will retail at $250, while one that can access 3G cellular networks will go for $300 plus monthly fees from AT&T.

Sony Corp. is promoting the device with a $50-million marketing blitz, said Jack Tretton, chief executive of Sony Computer Entertainment America, who acknowledged it won't be an easy sell.

When people have cellphones to play games, text and make calls, why buy a gadget that does only one thing? "Ultimately, if you consider yourself a gamer, you are going to find yourself migrating up the food chain to dedicated gaming consoles and the Vita," Tretton said.

Don't tell that to Christian Thomas, 20, a New York University student who tried out the Vita at a temporary lounge Sony set up to promote the system. At the "social club" in Manhattan's trendy Lower East Side, players were able to try out Vita before it goes on sale.

"I don't see myself carrying it around," Thomas said, while playing "Marvel Vs. Capcom 3." "I'm content just picking up 'Bejeweled' on my iPhone." However, he called the Vita beautiful and said it's easily the best handheld gadget he's played with.

As a device, the Vita is sleek and powerful. It has a 5-inch screen, front- and rear-facing cameras and a quad-core processor, which is used in the fastest tablet computers. It connects to the PlayStation 3. -- AP