I mean in terms of markets. The kiddy market in this case. As far as i know no one else is going after the kids market except maybe apple i see a lot of young kids with ipod touches. I mean the psv is not catered to kids, it is catered to adults, the wii is catered to kids. Mario, Mario Kart, Pokemon are all catered to kids.
EDIT: Maybe i confused you with the cod reference straight after, my bad.