That's both good and bad for the video game industry. On the one hand, it raises awareness of portable gaming; if everyone is doing it, more people will be intrigued by the PlayStation Vita and Nintendo 3DS. But at the same time, if they already have a mobile device that plays games - and they're not hardcore gamers - what will entice them to purchase units like the Vita?
This is the angle EA Play boss Jeff Karp tackled when speaking to MCV:
"I think it looks like a great device. But the real challenge for all game handhelds is how they stack up against mobile and tablets. After all, how many devices do people want to carry?
We are a platform agnostic business and we want them all to succeed, but it will be challenge for handhelds. Just look at how smartphones and tablets continue to grow and emerge."
Sony will undoubtedly market Vita to the hardcore gamer, although you can bet they'd want a piece of that massive casual mobile pie. As was the case with the PSP when it first arrived, Sony will try to let the advanced technology speak for itself. And with games like Uncharted: Golden Abyss, the Vita should manage to impress...let's just hope it impresses a great many people.