The PlayStation Vita, which Sony plans to premiere in the United States on February 22, will kick off with a $50 million advertising campaign based on the slogan, “The World is in Play.” Sony will also feature a Twitter (News - Alert)-induced hashtag, #gamechanger, in many of its ads.

The PS Vita is a handheld gaming device that can stand alone or be used to control a PlayStation. Vita can also pick up a game where the user left off on their PlayStation at home. With 42.5 percent of mobile phone users expected to use their mobiles to play games by 2015, Sony hopes to cash in on a ready-made market for portable gaming.

Analysts reported tepid sales for Vita in Japan, where the device was rolled out last year. Many sources point out the differences between the Nintendo 3DS and the Vita. While 3DS machines function very differently from the Wii, the PS Vita is a small portable console, almost like a miniaturized PlayStation.

The Wall Street Journal quotes a 2008 study showing that mobile games, or “entertainment snacking,” can positively affect the mood and well-being of the user.

These casual games are easy to pick up and have simple rules and rewards systems. The Vita’s game pantheon will feature Sony games, which are hardcore and graphics driven; Sony games are difficult to pick up and put down at a moment’s notice. For this reason, analysts think that the Vita may not take off with mobile users.

However, Sony disagrees. The company is paying for a Twitter campaign that will lead users to the Vita website. It is also paying for banner ads on 26 major websites including ESPN (News - Alert), YouTube and CNN. The company will also pay for billboards in major cities and will advertise in radio ads during the Howard Stern show on Sirius Radio.

Sony will retail the Vita for $249 for a Wi-Fi edition and $299 for a 3G edition. While Sony will offer free and cheap apps, most games will retail between $9.99 and $49.99.