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November 04 2003

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EYETOY™ IS SET TO REVOLUTIONIZE THE MARKET WITH ONE-OF-A-KIND GAMEPLAY EXPERIENCE ONLY AVAILABLE ON PLAYSTATION 2

Untitled Document FOR IMMEDIATE RELEASE
EYETOY™ IS SET TO REVOLUTIONIZE THE MARKET WITH ONE-OF-A-KIND GAMEPLAY EXPERIENCE ONLY AVAILABLE ON PLAYSTATION 2

Players become the Star of the Game with EyeToy™: Play, First Title to Utilize Unique EyeToy USB Camera's Motion-Tracking Technology

FOSTER CITY, Calif., November 4, 2003 - Sony Computer Entertainment America Inc. today announced the much-anticipated release of EyeToy™, a revolutionary technology set to change the future of gaming by providing players with a truly immersive and interactive experience. Developed exclusively for the PlayStation®2 computer entertainment system, the EyeToy USB camera features unique motion-tracking technology to enable gamers to become physically part of the game. The EyeToy USB Camera comes with EyeToy: Play, developed by Sony Computer Entertainment Europe, London Studio, the first title to showcase the PlayStation 2 exclusive EyeToy technology.
EyeToy: Play has already surpassed mass-market penetration in Europe (1 Million Units sold in 4 months) and continues to be one of the hottest selling products. The appeal of EyeToy: Play lies in its simplicity. Instead of relying on a traditional controller, a player's physical movement controls the game. Simply by plugging the EyeToy USB Camera into one of the two USB ports on the front of the PlayStation 2, the image of the player is projected on-screen. Players must then use their hands, head, knees and more to play one of the 12 mini-games included on the EyeToy: Play game disc. Each mini-game requires the player to use their body in unique ways, from quick jabs to beat back ninjas in Kung Foo, rhythmical dancing in Beat Freak, and even high-knees in Soccer Craze. With EyeToy's instantly accessible gameplay, the opportunity exists to appeal to a broad range of consumers, regardless of age or gaming experience.
"EyeToy: Play will change the face of traditional gaming as we know it because of its universal appeal and innovative technology. It's easy and fun, so anyone and everyone will be able to pick it up and play." said Ami Blaire, director, product marketing, Sony Computer Entertainment America. "Based on its European success and the buzz already received in the US, we expect EyeToy to be one of this holiday's must-have products."
In addition to the mini games, EyeToy: Play includes added features such as a Play Room and Video Messaging. The Play Room enables players to apply a variety of different visual effects to their image such as being surrounded by bees, standing in a snow storm, swimming with fish, or "de-materializing". Additionally, EyeToy: Play can be used for video messaging, further expanding the capabilities of PlayStation 2. Using the EyeToy USB camera, up to 60 seconds of personal video messages can be recorded onto a Memory Card (8MB) (PlayStation®2) (sold separately) and left for friends and family. Various backgrounds are available, allowing each message to be specially made for any occasion. A visual indicator will alert others of a saved message, so there is no more need for "sticky" notes that can get lost.
"The migration of this generation of videogame consoles into the mass market presents opportunities to sell products that will appeal to the casual gamer by expanding the traditional notions of playing videogames into new and diverse areas," said Schelley Olhava, analyst, IDC. "EyeToy falls within this new category of devices that expand the gaming experience beyond the controller."
To prepare for this holiday season, EyeToy is receiving full marketing support in the following categories to extend consumer awareness for this genre-breaking title.

National Broadcast/Cable Advertising Campaign

The television campaign for EyeToy kicked off on October 24, 2003 and will run in various time slots on broadcast, cable and syndicated programming continuing through the end of December. A total of two different executions will air on primetime and late night including "Threat Matrix," and "Fear Factor." Targeted Cable programming will also be utilized, with spots running on MTV, E!, USA, FX, ESPN, and more. Targeted child and teen programming will include spots on Nickelodeon, The Cartoon Network, Family Channel, and more.

National Print Advertising Campaign

To support the mainstream appeal of EyeToy, a massive print advertising campaign running through March 2004, will reach more than 13 million readers through a wide variety of national consumer publications including Entertainment Weekly, Wired, Disney Adventures and many more. Targeted publications also include leading gaming magazines such as Electronic Gaming Monthly, The Official U.S. PlayStation Magazine, GameNow, Game Informer, PSM, Game Pro, and PLAY. In addition an aggressive online advertising campaign will reach over 9 million viewers through outlets such as Nick.com, YM.com and many more.
The independent Entertainment Software Rating Board (ESRB) has rated EyeToy E for Everyone. For more information about the ESRB visit www.esrb.org.

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.

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