LocoRoco (ロコロコ, Rokoroko) is Sony's flagship Japanese video game released in 2006 for the PlayStation Portable (PSP) handheld game console, and developed and published by Sony Computer Entertainment. LocoRoco has become Sony's "mascot" of the PSP and was featured in many advertisements for the PSP in Japan. Sony considered LocoRoco critical to the PSP success in Japan, and thus spent much resources in development and marketing of its star game, even including it with new PSP purchases in a special bundle. In the game, the player must tilt the environment by using the left or right shoulder buttons in order to maneuver a variety of coloured jelly-like characters through each level via gravity by literally tilting the whole planet. This game was created by producer Kazuhito Miyaki and game designer Tsutomu Kouno. In 2008, LocoRoco was made available for paid download on the PlayStation Store.