Sony Computer Entertainment America Launches Explosive Marketing Initiative To Support Release of Ratchet & Clank™

Sony Computer Entertainment America Inc. announced today an extensive marketing campaign for its upcoming release, Ratchet & Clank™. National broadcast and print media, gaming publications, promotional partners and retailers are gearing up for this highly anticipated title, hitting store shelves November 5, just in time for the holiday season.

(Photo: http://www.newscom.com/cgi-bin/prnh/20000510/SFW104-a )

An innovative action-platform game created exclusively for the PlayStation®2 computer entertainment system by Insomniac Games, the creators of the best-selling Spyro the Dragon™ series, Ratchet & Clank rejuvenates the action category, fusing action-platform, exploration, adventure, puzzle- solving, strategy and racing genres into a creative intergalactic sci-fi fantasy.

"Ratchet & Clank reinvents action-platform gaming on PlayStation 2, showcasing innovative character designs, an imaginative narrative, high quality cinematics, ground-breaking gameplay and spectacular graphics," said Ami Blaire, director, product marketing, Sony Computer America Inc. "As one of our leading software titles for PlayStation 2 this holiday season, Ratchet & Clank is receiving full marketing support to extend consumer awareness for this genre-breaking title."

Major marketing support from Sony Computer Entertainment America will be provided in the following categories:

NATIONAL BROADCAST/CABLE ADVERTISING:

The television campaign for Ratchet & Clank kicks off on November 4 and continues during Primetime programming throughout the week. The spots will run in various time slots on broadcast, cable and syndicated programming continuing through March 2003. A total of three different executions will air on Primetime and Late Night including ABC, CBS, FOX, NBC, UPN and WBN networks, reaching viewers of "King of the Hill," "Fast Lane," "American Dreams," "Haunted," "Buffy The Vampire Slayer," "Simpsons," "Half and Half," "Angel," "Smallville," "Charmed," "Friends," "Saturday Night Life" and "Smackdown." Targeted Cable programming will also be utilized, with spots running on BET, E!, ESPN, ESPN2, FoxFX, MTV, Sci-Fi Channel, Speedvision, TBS, VH1, WON SuperStation and USA Network. Targeted teen programming will include spots on ABC Family, NICK and Cartoon Network.

NATIONAL PRINT/ONLINE ADVERTISING:

To support the mainstream appeal of Ratchet & Clank, a massive print advertising campaign running over six months will reach more than 21 million readers through a wide variety of national consumer publications including Maxim, Playboy, Spin, Stuff, Entertainment Weekly, DC Teen, ESPN, Entertainment Weekly and Transworld Snowboarding. Targeted publications also include leading gaming magazines such as Electronic Gaming Monthly, The Official U.S. PlayStation Magazine, GameNow, Game Informer, PSM, Game Pro, PLAY and PSE2.

PROMOTIONAL SUPPORT:

Promotional support for Ratchet & Clank kicked off in May with demo disc giveaways at E3. Consumer sampling opportunities began in August and will continue through March 2003 at a wide variety of events including the Summer X-Games, the Ozzfest and VooDoo music festivals, the ACC Pac 10 Collegiate Tour, the Winter X-Games and SuperBowl XXXVI. Additional sampling includes targeted consumer shows such as Comicon, WizardWorld and Big Apple AnimeFest.

NATIONAL RETAIL SUPPORT:

Key merchandising support for Ratchet & Clank includes a dedicated point of purchase campaign at all national retailers. Support began with a tease campaign that hit retail last month and continues with a launch campaign that will remain in stores through the holidays. The campaign includes a linticular-treated counter card and a foil-embossed, glossy movie-style poster.

About Ratchet & Clank

Set in a futuristic world filled with spaceships, robots and high-tech gadgets, Ratchet & Clank is an intergalactic adventure that progresses from planet to planet across a vast solar system. Ratchet, a young, self-taught mechanic, lives on an abandoned backwater planet and dreams of someday striking out on a magnificent space quest. Closer to the center of the galaxy, Chairman Drek rules a polluted planet, Orxon, inhabited by an ugly race called the Blarg. He too has dreams, but his concern conquest and domination. Tired of his polluted world, Chairman Drek comes up with the ultimate solution -- to build a new planet using the best parts from the other worlds in the galaxy. In one of the factories creating Chairman Drek's evil armies, a computer glitch creates a small but smart robot -- Clank. Learning about Chairman Drek's plans, Clank flees the factory seeking help, but his ship is shot down over Ratchet's homeworld. Forced together by circumstance, Ratchet and Clank blast off from planet to planet through an extraordinary sci-fi universe.

The independent Entertainment Software Rating Board (ESRB) has rated Ratchet & Clank "T" for Teen. For more information about the ESRB visit www.esrb.org.

About Insomniac Games

Insomniac Games develops cutting-edge technology, graphics and gameplay for the PlayStation 2 computer entertainment system. Insomniac Games garnered worldwide attention with its 1996 smash hit, Spyro the Dragon. The company soon followed up the first Spyro with two sequels -- Spyro 2: Ripto's Rage and Spyro: Year of the Dragon. All three titles were smash hits and combined worldwide sales of the Spyro franchise have now reached more than 8 million units. Additional information can be found on the company's web site http://www.insomniacgames.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.

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SOURCE: Sony Computer Entertainment America Inc.

CONTACT: Charlotte Panther, +1-650-655-3542, or
charlotte_panther@playstation.sony.com, or Tina Casalino, +1-650-655-8102, or
tina_casalino@playstation.sony.com, both of Sony Computer Entertainment
America

Web site: http://www.insomniacgames.com/

Web site: http://www.playstation.com/