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Sony PSP rolls out social campaign to target youngsters

Sony Computer Entertainment Europe (SCEE) is to encourage 8-15-year-olds to build an online community as part of a major strategic shift to widen the target market of its PSP console.

The gaming giant is taking on the dominant Nintendo DS device - which has sold more than 100m units worldwide compared to the PSP's 50m - by broadening its marketing activity and working with sites for younger children for the first time.

SCEE has created a community-focused campaign site, called pspinyourhands.com, which encourages children and families to upload images representing their interests to a 3D gallery, which can then be shared with other visitors.

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