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January 27 2004

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SONY COMPUTER ENTERTAINMENT AMERICA INC. UNVEILS SUPER BOWL XXXVIII LINE-UP

Untitled Document

FOR IMMEDIATE RELEASE

SONY COMPUTER ENTERTAINMENT AMERICA INC. UNVEILS SUPER BOWL XXXVIII LINE-UP

Company to Book-End Super Bowl XXXVIII With Franchise Eventsand Week-Long Line-Up of Marquee Sponsorships

FOSTER CITY, Calif., January 27, 2004 Sony Computer Entertainment America Inc. announced today a comprehensive schedule of events and sponsorships at Super Bowl XXXVIII in Houston, Texas, to support the PlayStation® 2 computer entertainment system, 989 Sports® brand and football simulation NFL GameDay 2004 . Beginning January 23 and ending February 1, Sony Computer Entertainment America's presence at Super Bowl XXXVIII will be highlighted by franchise events, the 9 th annual Game Before The Game® to kick off Super Bowl week, 989 Sports Locker Room Challenge, a PlayStation 2 Lounge for VIP after hours and the 2 nd annual PlayStation 2 Game Over Party to conclude the week's activities, as well as sponsorships of America Online Presents the NFL Experience, ESPN's Houston Super Bash, Maxim Magazine's Circus Maximus Party, MTV's Rock N' Jock Super Bowl and Playboy's Fifth Annual Super Saturday Night. Combined, this presence at the sporting world's most marquee event will serve to enrich football fans' experience through PlayStation 2 and 989 Sports' popular football franchise NFL GameDay 2004 .

In addition to a strong presence through ownable events and sponsorship of marquee parties throughout the week, Sony Computer Entertainment America will also be advertising during both the CBS pre-game and post-game shows on Sunday, February 1, including the debut of a new creative for the highly anticipated Rise To Honor , starring world renowned martial arts legend Jet Li. PlayStation 2 will be featured in 9 spots scheduled to run during the pre-game show's 4:00 p.m. 5:00 p.m. Sony Computer Entertainment America sponsored hour of the pre-game broadcast, in which CBS will dedicate a segment to cover highlights from the Game Before The Game, Super Bowl week's premier media event.

The 9 th annual Game Before The Game is a preview of the Super Bowl played on 989 Sports' popular football videogame NFL GameDay 2004 for the PlayStation 2, and will take place on Wednesday, January 28, at 7:00 p.m. at the Hotel ICON. Over the past eight years, the Game Before The Game has become the premier event at the Super Bowl as players from AFC and NFC Championship teams have gone head-to-head in a competition to see who will be the early favorite to win the Super Bowl, as a perfect eight of eight winners of the Game Before The Game have gone on to victory in the big game. The 9 th annual Game Before The Game will be co-hosted by CBS's NFL Today commentator Deion Sanders and Access Hollywood's Pat O'Brien.

America Online Presents the NFL Experience at Super Bowl XXXVIII will be among the most visited attractions during Super Bowl week, and PlayStation 2 and 989 Sports will have a commanding presence at the venue. Held at the George R Brown Convention Center, the NFL Experience will provide upwards of 150,000 football fans of all ages an interactive theme park offering games, displays and entertainment. Attendees will have the opportunity to play NFL GameDay 2004 for PlayStation 2, as well as other popular 989 Sports games, on the PlayStation 2 Touring Attraction, a 75-foot long videogame paradise featuring more than 30 PlayStation 2 consoles, an 80-inch video screen, and numerous other large-screen monitors. In addition, the 989 Sports Locker Room Challenge On Tour Vehicle will be present, offering football fans a 30-foot, state-of-the-art mobile truck featuring big screen TV's, a thunderous sound system, and a realistic locker room feel. This vehicle will play host to the 989 Sports Locker Room Challenge, which will feature eight consumer finalists battling against each other to determine a champion who will receive a PlayStation 2, games and VIP access to the NFL player portion of the contest. In this competition four current, NFL players will compete on NFL GameDay 2004 , with the victor taking on the consumer to determine the ultimate Locker Room Challenge champion. The contests with NFL players will begin at 2 p.m. on Saturday, January 31.

PlayStation 2 will be the exclusive gaming sponsor of ESPN's Houston Super Bash, which is a five-day outdoor festival taking up two city blocks in downtown Houston. Open Wednesday, January 28-Sunday, February 1, Houston Super Bash will give football fans an interactive environment complete with PlayStation 2 gaming kiosks, food and live entertainment including performances by Better Than Ezra, Eve 6, Rev Horton Heat and Sammy Hagar.

PlayStation 2 has also created an ultra-exclusive cocktail lounge at Houston's newest joint, the Whiskey at Hotel ICON, which will be the place to be and be seen for VIPs at the Super Bowl. Catering to athletes and celebrities, the invitation-only PlayStation 2 Lounge will be a mix of after-hours hangout on Thursday, January 29, and Friday, January 30, and afternoon rendezvous on Saturday, January 31.

Continuing its tradition of being at the Super Bowl's hottest events, PlayStation 2 will participate in Maxim Magazine's Circus Maximus Party on Friday, January 30. Annually one of the most anticipated parties at Super Bowl, Maxim will bring to life yet another experience that will leave partygoers wanting more. The party, attended by A-list celebrities, NFL players and VIPs, will feature numerous PlayStation 2 consoles in gaming areas where guests will be able to play some of the hottest games available.

Sony Computer Entertainment America will also be a participating sponsor in MTV's Rock N' Jock Super Bowl, the annual gridiron classic featuring stars from the worlds of sports and entertainment. Taking place on Friday, January 30, the event will feature PlayStation 2 logos and signage surrounding the field of play, as well as title sponsorship of the game's halftime recap, which will be highlighted by a live performance by recording artist Chingy. As part of the telecast, scheduled to air on MTV on Saturday, January 31, at 2:00 p.m., sponsorship includes PlayStation 2 incorporation.

Another one of the most anticipated events at Super Bowl each year will be Playboy Super Saturday Night party. Held on Saturday, January 31, at the Corinthian, the 5 th annual soiree will feature top celebrities and athletes hosted by the Playboy Playmates. As exclusive gaming partner, PlayStation 2 will have interactive gaming kiosks and popular titles available for gameplay, and play host to a Playboy Playmate challenge where partygoers will battle against Playboy's finest on NFL GameDay 2004 .

Bringing the week to a close, Sony Computer Entertainment America will once again throw the hottest VIP Super Bowl after-party, the PlayStation 2 Game Over Party, on Sunday, February 1, at the Hotel ICON immediately following the game. The ultimate destination for celebrities, athletes and VIP guests to hang out after the Super Bowl, the PlayStation 2 Game Over Party will continue the tradition of Sony Computer Entertainment America playing host to the sports and entertainment worlds' best and brightest.

Sony Computer Entertainment America is excited to continue our tradition of participating in the largest event in professional sports by providing football fans with an opportunity to enhance their experience with the PlayStation 2 computer entertainment system and 989 Sports line-up of titles including NFL GameDay 2004 , said Ami Blaire, Director, Product Marketing for Sony Computer Entertainment America. With gaming being more popular than ever, we are pleased to give NFL athletes, celebrities and football fans alike the opportunity to experience first hand the excitement of the NFL as only the industry-leading PlayStation 2 platform can provide.

About 989 Sports
989 Sports® is the sports software brand of Sony Computer Entertainment America Inc. Known for its top-selling sports franchise titles such as NFL GameDay, MLB, NBA ShootOut , NHL FaceOff, NCAA® Final Four® and NCAA® GameBreaker, 989 Sports is committed to developing authentic and innovative sports games to appeal to both the professional athlete and hard-core sports videogame fan.

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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