Sony Computer Entertainment America Supports ATV Offroad Fury™2 For PlayStation®2 With Multi-Million Dollar Marketing Campaign

Sequel to Highly Acclaimed Offroad Racing Franchise Increases Consumer Awareness Through National Advertising and Promotional Efforts Across All Mediums


Sony Computer Entertainment America Inc. announced today the details of its marketing campaign for the upcoming North American release of ATV Offroad Fury™2, developed exclusively for the PlayStation®2 computer entertainment system. Available November 12, ATV Offroad Fury 2 will receive national advertising across television, print and online vehicles, as well as heavy promotional efforts with corporate partners and retailers.

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Following in the footsteps of the original ATV Offroad Fury™, now a "Greatest Hit" for PlayStation 2, ATV Offroad Fury 2 provides an intense, race-anywhere style of gameplay with numerous enhanced features, including online gameplay making it the first online racing title for PlayStation 2.

"ATV Offroad Fury 2, the sequel to one of the best selling games on PlayStation 2, delivers an intense offroad racing experience that is sure to reach a broad audience this holiday season." said Ami Blaire, director, product marketing, Sony Computer Entertainment America. "Through our various marketing programs across broadcast and print, music festivals and retailers, we are dedicating our efforts in order to separate this title from its competitors and to generate awareness and increase excitement for the title nationwide."

Marketing support details from Sony Computer Entertainment America are as follows:

National Broadcast/Cable Advertising Campaign

The national television campaign focuses on the relationship between the player and an actual ATV rider. Specifically, the spot opens on an intense ATV race that is suddenly interrupted by a man on his couch so immersed in playing the game and performing tricks that he actually appears in the race. The television campaign for ATV Offroad Fury 2 kicks off on November 12 and continues during primetime programming throughout the week. The spots will run in various time slots on network, cable and syndicated programming continuing through late January 2003. Executions will occur on ABC, CBS, FOX, NBC, UPN and WBN Networks, as well as targeted cable programming including ESPN, ESPN2, MTV, Speedvision, TBS and the USA Network. Airings will reach viewers of "Monday Night Football," "Saturday Night Live," "NASCAR on ESPN," "Third Watch," "Law and Order," NFL Football on CBS and FOX, "World Superbike Replay," and many more shows.

National Print Advertising Campaign

To support ATV Offroad Fury 2, the print advertising campaign centers on the realistic gameplay and will reach millions of readers nationwide through placements in a wide variety of national consumer, gaming, offroad and extreme sport publications. The print campaign will begin in November and continue through late March 2003. Print ads will run in publications such as Dirt Wheels Magazine, Electronic Gaming Monthly, Official PlayStation Magazine, Game Informer, ATV Sport Magazine, Playboy Magazine, Rolling Stone, Maxim, Transworld Motocross, Sporting News and many more.

  National promotions for ATV Offroad Fury 2 are outlined as follows:

  PlayStation 2 and MTV present POP SUX! the KoRn Tour!

In support of KoRn's acclaimed UNTOUCHABLES album and their musical appearance in ATV Offroad Fury 2, PlayStation 2 and MTV present a seven-week, 35-city music tour featuring KoRn and invited special guests Disturbed and Trust Company. On-air promotions with radio stations in each host city will be conducted for listeners to win concert tickets, PlayStation 2 prize packs and an opportunity to meet-and-compete on ATV Offroad Fury 2 with a member of KoRn backstage.

Bagel Bites® Extreme Redeem™ Auction

PlayStation 2 and ATV Offroad Fury 2 will be featured on more than 30 million Bagel Bites package backs, online at, in a print and TV ad campaign, in a FSI (free-standing insert with more than 32 million circulation) and in POS nationwide. Packages will appear on retail shelves nationwide beginning in December through April.

ATV Offroad Fury 2 "Mud In Your Eye" Sweepstakes

Consumers can purchase a specially marked copy of ATV Offroad Fury 2 and have a chance to win a Kawasaki KFX700 ATV beginning in November through June. Specially marked copies will contain a "Mud In Your Eye" instant win game piece that drives consumers to the ATV Offroad Fury 2 website (website located on to decode their game piece and see if they are winners. Secondary prizes will include an official ATV Offroad Fury 2 strategy guide by Prima Games and ATV Offroad Fury 2 branded T-shirts. For official rules visit .

About ATV Offroad Fury 2

ATV Offroad Fury 2 provides intense offroad racing gameplay, packed with more courses, modes, tricks, ATVs and online gameplay via the Network Adaptor (Ethernet/Modem) (for PlayStation®2) to heighten the ultimate racing experience for all offroad racing fans. Players will choose from more than 20 ATVs licensed from various top-tier manufacturers, as well as team sponsored ATVs from top-tier offroad companies. Playable in both first- and third-person perspective, ATV Offroad Fury 2 offers players the ability to race in 40 massive environments through six event types and four mini-games including Tag, Hockey, King of the Hills and Treasure Hunt. For each event type, the player's ATV will react differently according to weather and various terrain such as water, mud, ice and sand. ATV Offroad Fury 2 features six race modes including: Practice, Single Race, Championships, Lap Attack, Freeride and Duel.

The independent Entertainment Software Rating Board (ESRB) has rated ATV Offroad Fury 2 "E" for "Everyone." For more information about the ESRB visit

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, 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 family of products and develops, publishes, markets and distributes software for the PS one 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: Ryan Bowling, +1-650-655-3657, or, or Alyssa Casella, +1-650-655-3617, or, both of Sony Computer Entertainment
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