Naughty Dog Inc.'s Jak and Daxter: The Precursor Legacy™ Provides the Next Generation in Action-Adventure Gaming
Developer of the Acclaimed Crash Bandicoot™ Series Delivers Must-Have Holiday Gift for the PlayStation®2 Computer Entertainment System
FOSTER CITY, Calif.
Dec 5, 2001
Sony Computer Entertainment America Inc. announced today the release of the much-anticipated action-adventure game, Jak and Daxter: The Precursor Legacy™, created exclusively for the PlayStation®2 computer entertainment system. Developed by Naughty Dog Inc., the creators of the highly-acclaimed and best-selling Crash Bandicoot™ series, Jak and Daxter: The Precursor Legacy takes adventure gaming to a new level with impressive character designs and animations, innovative gameplay, superior technology and stunning graphics, made possible by the power of PlayStation 2.
Almost three years in the making, Jak and Daxter: The Precursor Legacy is one of the premier titles for the PlayStation 2 platform. In preparation for the worldwide launch of the game this holiday season, all three territories (Japan, Europe and North America) collaborated on the development of the title. In addition, the team that launched the original Crash Bandicoot game was back on board for Jak and Daxter: The Precursor Legacy, including Mark Cerny of Cerny Games, lending his technological expertise to the project.
"We are thrilled to have one of the world's premier software developers on board to create Jak and Daxter: The Precursor Legacy, and the end result clearly reflects the caliber of the talent involved in the project," said Ami Blaire, director, product marketing, Sony Computer Entertainment America Inc. "Naughty Dog has set a new precedent with Jak and Daxter: The Precursor Legacy, creating a completely unique and immersive entertainment experience that will stretch gamers' imaginations beyond expectations."
Sony Computer Entertainment America will support Jak and Daxter: The Precursor Legacy with a massive, multi-million dollar marketing campaign, including advertising across national broadcast, print and online media as well as promotional and retail partnerships, to extend consumer awareness for the new title.
NATIONAL BROADCAST/CABLE ADVERTISING:
The television campaign for Jak and Daxter: The Precursor Legacy kicked off with one of two teaser spots during "Star Wars The Phantom Menace" and the "Macy's Thanksgiving Day Parade," as well as other key holiday features during the Thanksgiving holiday week. Additional spots will run in various time slots during broadcast, cable and syndicated programming from December through March 2002. A total of four different executions will air on prime time and late night including CBS, FOX, NBC, UPN and WBN networks reaching viewers of "The Simpsons," "Fear Factor," "Prince of Egypt," "Buffy," "Roswell," "Charmed," the "Late Late Show with Craig Kilborn," "Conan O'Brien" and "Saturday Night Live." Targeted Cable programming will also be utilized, with spots running on BET, Comedy Central, E!, ESPN, MTV, Sci-Fi, USA Network, TNT and TBS. A mix of sports programming will consist of spots on ABC, CBS and Fox including "Monday Night Football" and "NFL Under the Helmet." Targeted kids programming will include Cartoon Network, WB Kids, Fox Kids and Nickelodeon.
NATIONAL PRINT ADVERTISING:
To support the mainstream appeal of Jak and Daxter: The Precursor Legacy, a massive print advertising campaign running over six months will reach more than 26 million readers through a wide variety of national consumer publications including Maxim, Stuff, Playboy, FHM, Gear, Spin, Blender, Vibe, Entertainment Weekly, Movieline, Wired, ESPN, Sporting News and Snowboarding magazines. Targeted publications also include leading gaming magazines such as GamePro, Electronic Gaming Monthly, The Official U.S. PlayStation Magazine, PSE2, PSM and Game Informer.
A national promotion to support the release of Jak and Daxter: The Precursor Legacy kicks off in conjunction with the product release and will run through June 30, 2002. Consumers will have the chance to enter the Jak and Daxter "Choose Your Adventure" Sweepstakes through an instant win game-piece packed in with specially marked launch copies of Jak and Daxter: The Precursor Legacy at participating retailers. One grand prize winner will receive an adventure trip for two, to either Tahiti, Mexico or Hawaii, including roundtrip airfare and hotel accommodation for two. Twenty-five first prize winners will receive an Ericsson mobile phone with $100 of airtime service from Cingular Wireless, and 5,000 second prize winners will win a Jak and Daxter-branded t-shirt.
Sony Computer Entertainment America, Cingular Wireless and Sony Ericsson also teamed up for another promotion that began in November 2001. The promotion allows consumers who purchase an Ericsson phone or any Ericsson Original Accessories to receive an exclusive demo disk of Jak and Daxter: The Precursor Legacy, which includes a $5.00 coupon towards the purchase of the game.
NATIONAL RETAIL SUPPORT:
Key merchandising support for Jak and Daxter: The Precursor Legacy includes a dedicated point of purchase campaign at all national retailers. Support began with a tease campaign that hit retail in October and continues with a launch campaign that was placed in stores in November, unveiling the characters and the game.
Jak and Daxter: The Precursor Legacy combines a variety of different genres, including platform puzzles, adventure, strategy, racing and exploration, into one enormous fantasy. The adventure takes place across an enormous coastline, allowing players to walk seamlessly between levels as they progress through the game. The story begins when a terrible accident transforms Jak's best friend Daxter into an Ottsel -- half otter, half weasel. Together, Jak and Daxter embark on a journey to find the one person who knows the secret to restoring Daxter to his former self. Players are transported to another dimension, as they enter the vivid and magical world of Jak and Daxter: The Precursor Legacy.
The independent Entertainment Software Rating Board (ESRB) has rated Jak and Daxter: The Precursor Legacy "E" for "Everyone." For more information about the ESRB visit http://www.esrb.org/.
About Naughty Dog Inc.
Naughty Dog Inc., a wholly-owned subsidiary of Sony Computer Entertainment America Inc., develops cutting-edge technology, graphics and gameplay for the PlayStation 2 computer entertainment system. Naughty Dog is the developer of Crash Bandicoot, Crash Bandicoot 2: Cortex Strikes Back™, Crash Bandicoot: WARPED™ and most recently, CTR (Crash Team Racing)™. The highly rated titles have sold more than 20 million units collectively, and have broken sales records across the globe. Since releasing CTR (Crash Team Racing)™ in 1999, the entire Naughty Dog team has been developing new content for PlayStation 2. Jak and Daxter: The Precursor Legacy is the team's first new venture on the system. Additional information can be found on the company's web site at http://www.naughtydog.com/.
About Sony Computer Entertainment America Inc.
Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® 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 game console and develops, publishes, markets and distributes software for the PlayStation 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.NewsCom: http://www.newscom.com/cgi-bin/prnh/20000510/SFW104-a
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