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March 18 2004

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SONY COMPUTER ENTERTAINMENT AMERICA INITIATES POWERFUL MARKETING CAMPAIGN FOR FINAL FANTASY®XI AND THE NEW PLAYSTATION®2 40GB HARD DISK DRIVE

Untitled Document FOR IMMEDIATE RELEASE

SONY COMPUTER ENTERTAINMENT AMERICA INITIATES POWERFUL MARKETING CAMPAIGN FOR FINAL FANTASY�XI AND THE NEW PLAYSTATION�2 40GB HARD DISK DRIVE
Multi-Million Dollar Marketing Campaign Generates Massive Consumer Awareness for One of the Most Anticipated Projects on PlayStation�2


FOSTER CITY, Calif., March 18, 2004 � Sony Computer Entertainment America Inc., announced today the details of an extensive multi-million dollar marketing campaign for its upcoming internal Hard Disk Drive (40GB)(for PlayStation�2) and FINAL FANTASY�XI, the highly anticipated new installment Square Enix�s world-renowned FINAL FANTASY� series. FINAL FANTASY XI will come pre-installed on the Hard Disk Drive and arrive in stores on March 23 at a suggested retail price of $99. The campaign will reach dedicated national print and online media, as well as span across the primary networks, 23 cable networks and syndicated and late night television shows.
The marketing support for the Hard Disk Drive and FINAL FANTASY XI is the latest in Sony Computer Entertainment America�s efforts to elevate the profile of the PlayStation 2 online gaming experience for the mass market, communicating the next step toward a new era of digital in-home entertainment.
�The marketing support behind FINAL FANTASY XI will demonstrate the deep gameplay and online capabilities of one of the most in-depth online adventures ever created, along with the most storage capacity for any console to date,� said Ami Blaire, director, product marketing, Sony Computer Entertainment America. �Through broadcast, print and online outreach, we will generate a broader awareness and excitement for this historic franchise.�

National Broadcast/Cable Advertising Campaign
The national television campaign will focus on the power and depth of the FINAL FANTASY XI community, and run from March 8 through March 28, reaching across 23 Cable networks. Executions will air on CBS, FOX, NBC, UPN and the WB networks. Additionally, spots will run on BET, Comedy Central, ESPN, ESPN2, ESPN Classic, E!, ESPNews, FX, Fox Sports, Fuel, G4, GSN, Much Music, MTV, MTV2, Sci-Fi, TBS, Tech TV, Spike, USA, Speed, VH1, NBA, Tribune, MGM, WWE, and African Heritage.

National Print Advertising Campaign
To support FINAL FANTASY XI and the Hard Disk Drive, the print advertising campaign introduces a high-concept theme that plays on the fact that this is the eleventh game in the series.
The campaign will reach millions of readers nationwide through placements in a wide variety of national consumer, gaming, men�s lifestyle, science-fiction, music, technology, comic book, and collectibles publications. The print campaign has already begun and will continue through June 2004. Print ads will appear in publications such as Game Informer, Tips & Tricks, Animerica, ToyFare, Wired, Blender, SPIN, Wizard and Dragon, and many more.

Online Advertising National and Retail Support
Online advertising will continue through June 2004. FINAL FANTASY XI ads will run on Web sites such as atomfilms.com, ign.com, friendster.com and GameSpot.com.
Major national retailers will be supporting this program with a extensive Point-of-Purchase displays and advertising.
The launch of the internal Hard Disk Drive opens a new world for gamers by enabling the possibility of new entertainment experiences with PlayStation 2 such as downloadable content and episodic experiences. This launch is the next phase in Sony Computer Entertainment America�s vision to engage consumers within the online community and continue to build customer loyalty.
Developed by Square Enix Co., Ltd., and published by Sony Computer Entertainment America, FINAL FANTASY XI, the first online title in the series, is a cross-platform, massively multiplayer online role playing game (MMORPG) that allows gamers to connect to the same exact world regardless of whether they are playing on a PlayStation 2 or a personal computer (PC).

About FINAL FANTASY XI
In FINAL FANTASY XI, PlayStation 2 and PC players can create communities, as well as alter-egos that can be completely customized by race, sex, nation of origin, trade skill specialties, and numerous other physical traits. These communities co-exist in the world of Vana�diel. Users can immerse themselves in an expansive, original storyline that eventually builds the world�s history. Vana�diel is made up of vast, never-ending environments with more than 100 areas to explore. It is composed of three unique nations � one of which players choose to inhabit � and once players start their adventure, they may congregate, chat and do battle with the forces of evil, creating Vana�diel�s history through these interactions. Communication tools have been incorporated into FINAL FANTASY XI to assist in interaction between players, including easy-to-use chat and messaging systems.

The independent Entertainment Software Rating Board (ESRB) has FINAL FANTASY XI (T) for Teen. 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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