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November 02 2007

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Sony Computer Entertainment America Unveils New PLAYSTATION®3 Advertising Campaign

Television Campaign Timed to Launch New $399 PS3™

PlayStation.com

FOSTER CITY, Calif., November 2, 2007 – Sony Computer Entertainment America (SCEA) today announced a brand new advertising campaign for PLAYSTATION®3 (PS3™) that will include both television and online elements. The new campaign, delivers a high-energy message with a focus on the exciting entertainment value of PS3 and exclusive content found only on PS3. The lineup of advertisements will feature some of SCEA’s most highly anticipated first party titles such as Heavenly Sword™, Ratchet & Clank® Future: Tools of Destruction™, Warhawk™, Uncharted: Drake’s Fortune™ and Gran Turismo™ 5 Prologue, along with upcoming third-party exclusives like Haze from Ubisoft and Metal Gear Solid 4: Guns of the Patriots from Konami.

In addition to the pure game play, the campaign, developed in conjunction with TBWA\Chiat\Day, will convey to consumers the benefits of Blu-ray Disc™ (BD) movie capability of PS3. Also for the first time, sharp focus will be paid to PLAYSTATION® Network along with breakthrough services such as PLAYSTATION®Home.

“We are confident that this new and exciting advertising campaign and our new $399 price point will go a long way in helping to further spark PS3 sales as we head into the ever important holiday buying season,” said Peter Dille, senior vice president, marketing and PLAYSTATION Network, SCEA. “With a focus on the great library of software titles coming to PS3, this advertising campaign is a perfect vehicle to get that message across and show the breadth of content that you can only find on PS3.”

While the online component of the advertising campaign launched on October 4, one of the many high-profile places the television component will air is during the New England Patriots vs. Indianapolis Colts game at 4:15 pm EST. November 4, 2007. This is also the date that the new 40GB PS3 will make its official debut in retail outlets across the country at a price point of $399. Consumers will see the campaign, made up of both :60 and :30 second spots, on a wide range of network, cable and syndicated television outlets such as the NFL on FOX and CBS, Prison Break (FOX), Conan O’Brien (NBC), Saturday Night Live (NBC), Family Guy (FOX), South Park (Comedy Central), The Daily Show (Comedy Central), SportsCenter (ESPN), NBA and NCAA Basketball (ESPN2), NBA (ESPN), College Football (ESPN2), TRL and The Real World (MTV), WWE (USA), Adult Swim (Spike TV) and UFC Unleashed and Game Head (Spike TV).
The new advertising campaign, which represents the largest campaign to date for PS3, will also feature clips from several other third-party software titles such as Burnout Paradise, WWE SmackDown!, Assassin’s Creed, Madden NFL 08 and Time Crisis 4.

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) handheld entertainment 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, the PSP system and the PS3 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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