Sony details Xperia Play launch

Sony’s plans to shake up the smartphone market are taking shape ahead of the UK launch of the Sony Ericsson Xperia Play.

The device will launch on Thursday, March 31st, with six games pre-installed.

Sony Ericsson says it is being backed by its biggest UK marketing campaign ever, and is being sold by all mobile retailers and operators. The firm has also suggested the device could be sold through alternative channels – including games stores.

We are currently still in commercial conversation, but I’d be surprised if we didn’t see Xperia Play appear in other channels,” Sony Ericsson marketing director for UK and Ireland David Hilton told MCV.

All the mobile operators and retailers are selling it. It is rare these days to get a product that is sold everywhere, but this is one of those.

This will be the biggest marketing campaign we have had in the UK.”

The games available with Xperia Play are Bruce Lee Dragon Warriors, Tetris, Star Battalion, Crash Bandicoot, FIFA 10 and The Sims 3.

A further 50 games will be available to download through the PlayStation Suite, which will be a mix of PSone and current smartphone games optimised for the device.

In terms of future Sony Ericsson gaming devices, Hilton said: We will see how this one goes. But there is the potential for this to grow.”