You might be wondering where all the Vita advertising is. Sony's been pretty quiet about the thing until now, but that's going to change, according to Sony's senior director for handheld consoles, John Koller. Sony's just taking its time about getting that message out.

Koller told the New York Times that the company is spending $50 million for commercials, billboards, retail deals, online banner ads, and a Twitter campaign focusing on the hashtag #gamechanger. That outlay means it's "the largest platform launch in terms of marketing investment we've ever had," Koller said.

Our take: the timing is a shrewd move to make the people buying the First Edition Bundle feel like a really exclusive club -- because nobody else will know the thing is out yet.

This article was originally published on Joystiq.

Now Playing: February 13-19, 2012