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May 31 2007

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PlayStation® Experience Truck Awarded Best Vehicle Design By Event Marketer Magazine

Tour truck received top honors at the recent awards show

PlayStation.com

FOSTER CITY, Calif., May 31, 2007 –Sony Computer Entertainment America Inc. (SCEA) today announced that its PlayStation® Experience tour truck received top honors at the recent Ex Awards in the category of Best Vehicle Design (18 wheels). The Ex Awards are presented annually by Event Marketer Magazine and honor the very best promotional campaigns in the world.

PlayStation Experience was voted as the category winner—beating out finalists from Proctor & Gamble and General Motors—given its innovative design, construction, layout, use of new and emerging technology and the positive impact the design had on the overall consumer experience. The honor is made even more impressive given that the truck's design and construction was completed just months ago in October 2006.

"Winning the 2007 Ex Award for our PlayStation Experience truck is a great honor and testament to the design and strategy behind this revolutionary marketing vehicle,"; said Peter Dille, Senior Vice President of Marketing, SCEA. "Traveling around the country to various events and concerts, PlayStation Experience is a true ambassador of the PlayStation brand and gives consumers the ability to experience our products, software and services firsthand, in a fun and comfortable environment."

The PlayStation Experience truck is a custom built, double expandable 53-foot trailer. Incredibly, it nearly triples in size once it is fully opened and can accommodate up to 60 consumers at any given time. Included within the truck are several different gaming areas:

  • A PLAYSTATION®3 (PS3™) gaming area featuring a 52-inch LCD screen and plush leather chairs
  • The PS3™ Lounge which features seating for six gamers across three different gaming stations
  • Two individual PS3™ gaming kiosks each featuring their own 40-inch LCD TV
  • Ten individual PS3™ stand-alone gaming stations
  • Two PSP® (PlayStation®Portable) Zones featuring nine different gaming stations, plus a PSP™ Spot Download Station
  • Four PlayStation®2 computer entertainment system stations

This year's Ex Awards attracted a record number of entries, with more than 600 submissions received from around the world for a wide range of marketing program categories.  Each program entered in The Best Vehicle Design (18 wheels) category was evaluated by a panel of 20 brand-side marketers on various design and layout elements.

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, the PSP™ (PlayStation Portable) system, the ground-breaking PLAYSTATION�3 (PS3™) computer entertainment system and its online and network services the PLAYSTATION�Network and PLAYSTATION�Store.

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™ 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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