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November 09 2004

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GET OFF THE COUCH AND INTO THE GAME THIS HOLIDAY SEASON WITH EYETOY: ANTIGRAV™, EXCLUSIVELY FOR PLAYSTATION®2

Untitled Document

For Immediate Release

GET OFF THE COUCH AND INTO THE GAME THIS HOLIDAY SEASON WITH EYETOY: ANTIGRAV�, EXCLUSIVELY FOR PLAYSTATION�2

Physical Activity and Videogames Fuse as Players Use Their Body, Not a Joystick, to Control 3D Character Movements

FOSTER CITY, Calif., November 9, 2004 � Sony Computer Entertainment America Inc. announced today the release of EyeToy: AntiGrav�, the first and only 3D character based EyeToygame that uses facial and body recognition technology to control a character in futuristic hoverboard gameplay . Representing the next step in the evolution of the EyeToy technology and physical and interactive gaming, EyeToy: AntiGrav is developed by Harmonix Music Systems, Inc., the creators of Frequency, Amplitude and Karaoke Revolution� . It also follows EyeToy: Play, which sold more than 4 million units worldwide since its release, and EyeToy: Groove, which enables players to dance in time with one of 28 licensed songs.

"The success of EyeToy shows that gamers are eager to jump on board with innovative and fun new ways to interact with their PlayStation 2," said Joe Brisbois, producer, Sony Computer Entertainment America. "EyeToy: AntiGrav gets gamers off the couch and allows them to become physically immersed in the game, in a way that has never before been possible."

With the USB EyeToy camera aimed at the player and plugged into a PlayStation®2 computer entertainment system, the gamer enters the short calibration process before beginning the fast-paced, active gameplay. The camera uses a combination of advanced facial and motion tracking technology to lock onto the player and capture movement. The gamer's movements are then used to control steering, jumping, ducking, grinding, acceleration, braking, and tricks, as they interact with the environment and avoid obstacles.

In addition to playing EyeToy: AntiGrav for a fun and interactive gaming experience, the gameplay challenges both the mind and the body to get the heart pumping. "EyeToy: AntiGrav combines the traditional entertainment component of videogaming with mandated physical activity to create a new videogame category," said James C. Rosser, Jr., MD, chief of minimally invasive surgery and director of the Advanced Medical Technology Institute, Beth Israel Medical Center. "With obesity being healthcare public enemy number one, and reaching epidemic portions in our nation's youth, this game will have an impact that will extend far beyond that of personal entertainment. EyeToy: AntiGrav transforms the passive gaming experience into a gaming platform that provides a smorgasbord of physical activity. In our preliminary analysis, with a small number of people, the pulse rate of gamers increased an average of 41 percent after only five minutes of participation. This strongly suggests that this game could be an excellent way to increase energy expenditure."

When playing in one of the five game environments, the motion tracker is positioned in the lower right hand corner of the screen, so the player can see how their movements correspond in real time to the movements of one of the eight hoverboard racers that they have selected.

After first completing the tutorial, players can choose to rack up points in Style mode, compete against three other AI- controlled hoverboard racers in Speed mode, or beat their friend's best performance in Multiplayer mode. Gamers will grind on rails, fly through rings, hit target combos, crouch to initiate turbo boosts and perform sick tricks in the air, all in futuristic urban and rural settings.

Even professional boarder, Shaun White has taken interest in the game. "EyeToy: AntiGrav is one of the most exciting games I have ever played. You have to put your whole body into playing it."

EyeToy: AntiGrav will be available with the EyeToy USB camera for a suggested retail price of $49.99. To increase excitement and awareness for the title, a massive marketing campaign is in effect.

National Broadcast/Cable Advertising Campaign
Targeting the "tween" and older male audience, the national television campaign demonstrates the strong connection the player makes with the character in EyeToy: AntiGrav by using their body to control the hoverboard racer.

Two separate executions will run in various time slots on network, cable and syndicated programming through the end of November. Executions will air on FOX, NBC, CBS, UPN, and ABC networks, reaching viewers of "Fear Factor," "The Simpsons ," "Macy's Thanksgiving Parade," "America's Next Top Model," and more. Targeted cable programming on shows such as "South Park," "Spankin New Music ," "SpongeBob SquarePants," "Rugrats," and "SportsCenter " will also be utilized with spots runn ing on BET, The Cartoon Network, Comedy Central, ESPN, ESPN2, FoxFX, G4, MTV, MTV2, Nick, Spike TV , and additional n etworks .

National Print Advertising Campaign
To support EyeToy: AntiGrav, the print advertisements encourage readers to, "Put down the controller and become one with the game." The campaign will reach millions of readers nationwide through placements in a wide variety of national consumer, children and teen outlets, gaming, sports, and comic publications. The print campaign will begin in November 2004 and continue through February 2005. Print ads will run in publications such as SI for Kids, Disney Adventures, National Geographic Kids, TransWorld Skateboarding, Snowboarder, Electronic Gaming Monthly, GMR , Official PlayStation Magazine , DC Comics and Marvel Comics .

Viral and Online Advertising
Themed online advertisements, which encourage players to perform tricks if there is a "sudden drop in altitude" will commence in November and continue through the end of December. The ad will be run on Web sites such as gamespot.com, cartoonnetwork.com, myspace.com, snowboardermag.com, and happypuppy.com.

The independent Entertainment Software Rating Board (ESRB) has rated EyeToy: AntiGrav "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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