Gizmondo in bid to steal march on Sony

Handheld gaming device Gizmondo is to feature e-mail capability as it attempts to gain an early advantage over rivals Sony and Nintendo, which launch their handheld consoles in March.

Gizmondo, which carries a location-sensitive advertising medium called Smart Adds (MW August 12), will use GPRS (general packet radio service) technology to allow users to send and receive e-mails on the move.

The device went on sale in the UK at the end of October and already includes an MP3 music player, a digital camera and text and picture messaging functions. Gizmondo Europe, a subsidiary of the US mobile technology company Tiger Telematics, says more than 560,000 orders – mainly from outside the UK – have been taken since the launch of Gizmondo’s official website on October 29.

Mother and Carat were chosen to launch the next-generation games console in the UK. Mother developed a television-led multimedia campaign that included outdoor, print and guerrilla activity backed by a budget of about &£10m.

Sony’s PlayStation Portable (PSP) has just been launched in Japan and goes on sale in the UK in March. It is Sony’s first foray into the handheld market, which has long been dominated by Nintendo’s Gameboy. Nintendo is expected to introduce its DS handheld console at about the same time and has allocated a “substantial” advertising budget to the launch.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here