August 19 2003
SONY COMPUTER ENTERTAINMENT AMERICA ANNOUNCES NEW PLAYSTATION®2 PRICING STRUCTURE
FOSTER CITY, Calif., August 19, 2003 – Preparing the market for the upcoming holiday selling season, industry leader Sony Computer Entertainment America Inc. today announced exciting new consumer pricing options for the PlayStation®2 computer entertainment system. Effective immediately, consumers looking to own the world’s most popular gaming platform now have multiple choices at retail, including an extension of the current value proposition via the PlayStation®2 Combo Pack which provides $60 of free merchandise and software with each hardware purchase. Available for the first time, the PlayStation 2 Combo Pack is a special offer that includes the PlayStation 2 console, Network Adaptor (Ethernet/modem) (for PlayStation®2), and a copy of the online-enabled game, ATV Offroad Fury™ 2, all for $199 suggested retail price (SRP). Both the Network Adaptor and ATV Offroad Fury 2 are also sold separately for $39 SRP. In addition, the company confirmed the continuation of the standalone PlayStation 2 console, now available for $179 SRP.
To support these plans, the company will execute a multimillion-dollar marketing campaign centered on consumer value and entertainment via the PlayStation 2 platform. The first wave of the campaign targets national retail and consumer newspaper advertising. A dedicated television advertising initiative will debut later on in the fall. In addition, the company will have point-of-sale materials available at retail outlets nationwide through year-end.
“As we moved past the 20-million-unit sales milestone this summer, it is clear, through our ability to attract a broad audience, that PlayStation 2 has become an even stronger focal point of the living room entertainment experience,” said Jack Tretton, executive vice president, Sony Computer Entertainment America. “Preparing for the holidays we know that in order to grow this massive base we must continue to engage new users through great gaming content, consumer friendly pricing and new technology. The new PlayStation 2 pricing plan will ensure sustained demand for PlayStation products overall and help drive a strong year for the category, particularly during the key selling season.”
The Importance of Online Gaming
August 27 marks the one-year anniversary of the Network Adaptor, the connectivity device that introduced the PlayStation 2 consumer to the world of console online gaming. Sony Computer Entertainment America has amassed the largest online gaming community in North America, demonstrated by the more than 750,000 Network Adaptors sold to date. During this year’s Electronic Entertainment Expo (E3) in May, the company announced its plans to accelerate growth and mass-market consumer adoption by removing the initial barrier to entry by bundling the Network Adaptor with the PlayStation 2 hardware, further demonstrating its commitment to the online gaming market.
The company is preparing to introduce a series of technology and content advancements to engage consumers within this community and build customer loyalty now and for future PlayStation platforms. PlayStation 2 online gamers will be able to choose from up to 50 online-enabled titles by the end of 2003, including many popular franchise properties from leading publisher Electronic Arts, available exclusively for the platform.
About Sony Computer Entertainment America Inc.
Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one™ game console, and the PlayStation®2 computer entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era.
Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets and distributes software for the PS one game console and the PlayStation 2 computer entertainment system for the North American market. Based in Foster City, Calif. Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Computer Entertainment Inc.