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August 27 2003

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KAZUO HIRAI PROMOTED TO CHIEF EXECUTIVE OFFICER OF NORTH AMERICAN GAME DIVISION

Press Release - Kaz promoted to CEO FOR IMMEDIATE RELEASE

KAZUO HIRAI PROMOTED TO CHIEF EXECUTIVE OFFICER OF NORTH AMERICAN GAME DIVISION

FOSTER CITY, Calif., August 27, 2003 – Sony Computer Entertainment America’s top executive Kazuo (Kaz) Hirai has been promoted to the position of chief executive officer, as announced today by Ken Kutaragi, president and chief executive officer, Sony Computer Entertainment Inc., to whom he reports. Hirai continues to serve as president of Sony Computer Entertainment America as part of this new appointment.

A 19-year Sony veteran, Hirai played an instrumental role in evolving the PlayStation® business in what is now considered the company’s largest market, North America. During his tenure, Hirai was actively involved in the launch of the original PlayStation platform, as well as responsible for building Sony Computer Entertainment America virtually from the ground up since he assumed responsibility in 1996. Under his direction and leadership, the company enlarged its competitive standing within the videogame category and beyond via the introduction of PlayStation®2, the success of which is demonstrated through its recent 20-million-unit sales milestone achieved in less than three years.

Hirai also led the business into the world of console online gaming in 2002, which has been an overwhelming hit with the PlayStation 2 consumer base, overcoming the initial barriers to entry.

“I am pleased to announce Kaz’s new appointment, as he is viewed as a well-respected leader throughout the company and within the gaming community,” said Ken Kutaragi, president and chief executive officer, Sony Computer Entertainment Inc. “Kaz has been a key member of my strategic management group for many years, and his dedication and business acumen has helped the organization achieve and exceed business goals never before realized. Moving forward, Kaz and his team in North America will ready the market for further expansion and growth as we prepare to execute forthcoming corporate and product initiatives.”

In addition to his current divisional responsibilities, Hirai continues to serve in his roles as a board member of Sony Computer Entertainment America Inc., and as one of the Sony Computer Entertainment Group Corporate Executive Officers of Sony Computer Entertainment Inc.

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.