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April 20 2006

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SONY COMPUTER ENTERTAINMENT AMERICA LOWERS THE PRICE OF PLAYSTATION®2 COMPUTER ENTERTAINMENT SYSTEM TO $129.99

PlayStation.com
 

Apr. 20, 2006

SONY COMPUTER ENTERTAINMENT AMERICA LOWERS THE PRICE OF PLAYSTATION 2 ™ COMPUTER ENTERTAINMENT SYSTEM TO $129.99

FOSTER CITY, Calif., April 20, 2006 –Sony Computer Entertainment America Inc. today announced that it has made its PlayStation®2 computer entertainment system more affordable than ever throughout North America. Effective immediately, consumers can purchase the PlayStation 2™ computer entertainment system for a suggested retail price (SRP) of $129.99/$139.99 CND. The company expects this latest price move to fuel consumer demand even further.

PlayStation 2™ is the most popular gaming platform in North America, Europe/PAL territories and Japan/Asia, the only gaming platform to enjoy such widespread global success. To date, more than 101 million PlayStation 2™ units and approximately one billion pieces of software for the PlayStation 2™ have shipped worldwide, making it the fastest-selling gaming platform in the world. According to The NPD Group, PlayStation 2™ continues to lead console unit market share with 55.6 percent in the U.S., more than double of any other console on the market to date. PlayStation 2™ also leads on the software front with nearly a 70 percent lead over any other competitor when it comes to software titles available at market in March*.

“While we continue to innovate and design groundbreaking new products, we remain dedicated to our long-term vision for the PlayStation 2™ platform,” said Kaz Hirai, President and CEO, Sony Computer Entertainment America. “Now even more consumers, as well as casual gamers, can experience what the PlayStation 2™ platform has to offer—an unrivaled combination of the largest selection of software, a growing community for online gaming and one-of-a-kind accessories such as EyeToy™—at a new value price.”

Sony Computer Entertainment America plans to support this new pricing initiative through marketing activities covering print and online advertising, and in-store merchandising support. Print advertising breaks on April 27 th and will reach millions of readers nationwide through placements in a variety of daily newspapers including the Boston Globe, Chicago Tribune, Los Angeles Times, New York Times and Philadelphia Inquirer. Online advertising will also begin on April 27 th on sites such as AOL.

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, the PlayStation®2 computer entertainment system and the PSP™ (PlayStation®Portable) 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. PSP™ is a new portable entertainment system that allows users to enjoy 3D games, with high-quality full-motion video, and high-fidelity stereo audio.

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, the PlayStation 2™ computer entertainment system and the PSP™ 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.

*Source: The NPD Group as of March 2006

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