On most countries in Europe, the official launch of PSP was set to 1st of September at midnight, and by that time, most of the stores that had it for sale, were filled with people wanting to buy it and try out. Expectations were high, and as usually Sony didn't disappoint their customers.

The new portable system that already sold more then five million units before reaching Europe, is expected to reach the 13 million mark worldwide, by March next year.

Currently, the price of the Playstation 2 is around �150, and taking into consideration that the new system has better specs and new features, the price
of �249 ($307) is not very expensive, it's actually well worth it.

Sony is just entering the handheld consoles market with PSP, and what is their strategy to beat the current leader of this market, Nintendo? While the Game Boy is only targeted for gamers, the new Sony device is a portable multi-media device. It can store and play movies, music, photos, and also connect to the Internet.

Jonathan Fargher, the publicity manager of Sony in the UK, said: "It's probably unfair to compare it to the Nintendo DS and other machines in the market because the PSP is a much broader multi-media device." And adding: "We are targeting the 18 to 34 market, not kids. People with disposable income."

Nintendo will try to make a come back with their new Game Boy Micro, which will be released this month in Japan and USA, and it will only be available in Europe by November.

A reasonable price of �100 for the new and smaller version of Game Boy might be their chance to still maintain a big part of their customers.