PlayStation®2, Bagel Bites® Team Up to Give Fans the Chance to Win Snowboarding Lessons With World Champion Snowboarder Shaun White

Hundreds of PlayStation 2 Prizes Up for Auction Including ATV Offroad Fury™2 Fantasy Trip in Nationwide Cross Promotion


Sony Computer Entertainment America Inc. announced today that it is teaming up with the H.J. Heinz Company for The Bagel Bites Extreme Redeem™ Auction, a program that gives consumers the chance to win top prizes including snowboarding lessons with PlayStation-sponsored world champion snowboarder, Shaun White. PlayStation®2 and ATV Offroad Fury™ 2 will be featured on more than 20 million Bagel Bites® or Hot Bites® package backs as well as in a print and a TV ad campaign.

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To participate, consumers simply collect points from the specially marked package backs and then log onto the Bagel Bites Web site,, to bid on hundreds of prizes with their accumulated points. The promotion kicked off this December and runs through April 2003.

Sony Computer Entertainment America is proud to provide the top prizes for the auction, including lessons from world champion snowboarder and PlayStation 2 fan, Shaun White. One of the youngest rising stars in the professional snowboarding circuit, Shaun White already has a long list of wins including the Vans Triple Crown overall title, and first place finishes at the 2002 Sims World Championship Slopestyle and 2002 Toyota Big Air in Tokyo, Japan. As part of the prize, the lucky winner will not only get to ride with a world class snowboarder, but will also enjoy a trip for four with a five-day, four-night stay at an exclusive winter resort.

The ATV Offroad Fury 2 inspired prize includes a fantasy trip for four to Lake Tahoe, California where the winner will enjoy a four-day, three-night stay with an all day tour including ATV lessons in the High Sierras.

ATV fans can look for ATV Offroad Fury 2 on store shelves and brush up on their offroad skills to make the most out of the trip. ATV Offroad Fury 2 is the first online racing title for PlayStation 2 that supports up to four players per game through a broadband or dial-up connection via the Network Adaptor (Ethernet/modem) (for PlayStation®2).

"Our loyal and extensive fan base is incredibly enthusiastic about extreme sports, whether it is on the PlayStation 2 or in their everyday life," said Sharon Shapiro, director, promotions, Sony Computer Entertainment America. "The Bagel Bites Extreme Redeem Auction provides us with a great opportunity to connect with this enthusiasm."

Additional prizes in the Bagel Bites Extreme Redeem include PlayStation 2, videogame sets (including ATV Offroad Fury 2, Sly Cooper and the Thievius Raccoonus™, Ratchet & Clank™ and Jet X20™), and extreme sports prizes such as a Shaun White autographed snowboard.

For more details on PlayStation sponsored prizes, just 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: Teresa Weaver, +1-650-655-5324, or, or Janette Barrios, +1-650-655-5583, or, both of Sony Computer Entertainment

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