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January 23 2004

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SONY COMPUTER ENTERTAINMENT AMERICA KICKS OFF 2004 WITH ESPN WINTER X GAMES VIII SPONSORSHIP

Untitled Document

FOR IMMEDIATE RELEASE

SONY COMPUTER ENTERTAINMENT AMERICA KICKS OFF 2004 WITH ESPN WINTER X GAMES VIII SPONSORSHIP

PlayStation®2 Brings Live Competitions to Action Sports Fans Across the Nation

FOSTER CITY, Calif., January 23, 2004 � Sony Computer Entertainment America Inc. announced today its sponsorship of the ESPN Winter X Games VIII in Aspen/Snowmass, Colorado from January 24-27. More than 250 of the best action sports athletes will compete on Buttermilk Mountain at Aspen/Snowmass in the highly anticipated eighth-annual event.

As veteran sponsor, Sony Computer Entertainment America will have a widespread presence as this year marks the first time that the ESPN Winter X Games VIII will be telecast live, every day of the event, on ESPN and ABC. Sony Computer Entertainment America benefits from widespread on-air presence including more than 70-75 advertising spots on ESPN, ESPN2 and ABC during the January 24-27 telecast of the games. The multimillion-dollar sponsorship also includes category exclusive brand representation, full-page, four-color ads in the on-site program and in ESPN The Magazine, substantial signage and hospitality opportunities during the event, and full-service banner rotation throughout both ESPN.com and EXPN.com Web sites.

�As a Winter X Games sponsor for the third year in a row, we have seen the popularity of the games continue to skyrocket,� said Ami Blaire, director, product marketing, Sony Computer Entertainment America. �This week, anxious fans across the nation will tune into see jaw-dropping competition play out in real-time with the first ever-live telecast of the Winter X Games, a testament to this sports genre's growing mass appeal. Among this captive audience are action sports fans and potential new gamers, providing us with a perfect opportunity to reach our target demographic.�

Winter X Games attendees and athletes alike can take a break from the live action and experience the world of PlayStation 2 first hand. With more than 10 kiosks placed at the PlayStation®2 booth at the Interactive Village, athlete lounge, and VIP areas, Winter X Games fans will be able to try out new and upcoming software titles including Jak II �, Ratchet and Clank : Going Commando, Rise to Honor �, and Downhill Domination� .

In addition, PlayStation 2 will host sponsored snowboarder extraordinaire, Shaun White, who will stop by the booth on Sunday, January 25, from 12:30 to 1:30 p.m. to sign autographs and pass out posters to his many fans. Shaun wowed audiences last year with his gravity-defying tricks, winning gold in both the Slopestyle and SuperPipe events, and returns this year to defend his titles at the second consecutive PlayStation 2 Crazy T'rain Terrain Park. Home to some of the most popular events of Winter X Games for the second year in a row, the PlayStation 2-branded winter sports park includes new improvements for 2004, and is the longest terrain park in the world, challenging athletes with 30 rails and 25 jumps.

The full event schedule and information can be found at http://www.expn.com.

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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