Sony's really getting busy trying to bring more life into the PSP, talking with publishers and devs, trying to convince them to release titles for the handheld. Sony marketing exec John Koller takes the spotlight once again and talks to GamesIndustry about the PSP's present and future.

Despite considerations of having digital downloads available at the same time as UMDs, Sony's still keen on not ruffling retailer feathers with the lack of UMD sales. What they do have right now "is a plan to ensure that every, or most, games launched will have digital integration," he said, adding that it still needs to be decided if they're going to launch for both formats at the same time. They do, however, intend to keep release dates close for those who prefer digital.

Retailers have also been proactive, acknowledging the presence of the PlayStation Network, and wanting to get in on the online action. This paved way for the PSN cards, which Koller indicated that would be very useful for the PSP's 13-17 yeard old consumer base.

"We still look to actively support UMD," Koller clarified. "Again, it's a balance, because we want to make sure that retail has theirs, and on that we on the digital side support this new kind of distribution model." Sony still understands the value of a tangible disc, and as such, they're not about to do away with the little UMDs.

Of course, there was talk on the games coming to the handheld. "There's a lot of software coming," he revealed. "You can think of some of the major franchises on console that would come over to PSP and people are going to be very excited." He also cited the PSP installments of LittleBigPlanet and Rock Band as examples.

When asked about a possible PSP-4000, Koller said they don't have plans for one right now. Instead, they'll be focusing on firmware updates and software changes for the existing models.

One thing's clear - Sony's not about to give up on the PSP, which is still arguably the best handheld, despite the fact that the DS and iPhone are also looking great in the scene right now. Downloadable Killzone PSP, anyone?

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