Restore the Balance Between Order and Chaos with Primal™, Exclusively for PlayStation®2

Immersive Action-Adventure Title Combines Exploration, Puzzle Solving And Combat in a Chilling Tale


Sony Computer Entertainment America Inc. announced today the release of Primal™, an innovative action-adventure developed exclusively for the PlayStation®2 computer entertainment system by Sony Computer Entertainment Europe, Cambridge Studios, creators of the best-selling MediEvil® series. Combining exploration and puzzle elements with an advanced combat system, Primal plunges players into an intense battle between order and chaos.

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Two playable characters exist within this battle that is quickly shifting in evil's favor -- Jen Tate, a modern-day girl who is discovering her own supernatural origin and Scree, a stone gargoyle who is Jen's powerful ally in the immortal universe. In order to succeed in the adventure, players must control both characters and determine in each situation whose skills to employ -- whether it is Jen's intense combat skills that take shape in one of her four different demon forms or Scree's power to possess statues, absorb energy, translate demon language and climb and explore areas freely.

In Primal, gamers are immersed into a fantasy world joined inextricably with our own. A story-driven game, Primal is presented through the experiences of Jen and Lewis, a present-day, human couple drawn into discord by super-natural forces. While gameplay revolves around the momentous events within the four vast, distinctive realms of Primal's alternate universe, there are many personal revelations and surprises for the characters along the way.

"Sony Computer Entertainment Europe's Cambridge Studio's first PlayStation 2 title has successfully combined a truly compelling storyline with the right amount of exciting combat, puzzle solving and exploration to raise the bar for the action-adventure genre," said Ami Blaire, director, product marketing, Sony Computer Entertainment America. "Offering incredible graphical detail in a dark world that feels familiar and closely linked to our own, Primal is deep enough to satisfy both the hardcore and the casual gamer."

Complementing the combat scenes are the sounds of 16 Volt, a Los Angeles based alternative rock band that supplied nine tracks, including three songs specifically written for Primal from the album "SuperCoolNothing V2.0" released by Dark City Music. Formed in 1988, the band has toured with acts such as Korn and recently finished a national tour as the openers for KMFDM's North American "Sturm and Drang" tour. The compelling music of 16 Volt will also been present in upcoming episodes of "Road Rules" on MTV and on the WB's "Angel," but inclusion of their music in games is new and exciting territory for the band.

"As gamers ourselves, we were excited to have our music featured in Primal," said Eric Powell, lead vocalist and founder of 16 Volt. "With such intense combat sequences, we wanted to create specific songs for Primal that would keep the gamers engaged and on the edge of their seats."

Primal is set within a huge environment featuring four expansive realms surrounding a central hub. The realms are equally divided between two separate rulers of chaos and order, each populated by a unique demon race living in a habitat that enhances its demon abilities. After Jen acquires the demon form specific to each realm, Ferai, Undine, Wraith, and Djinn varieties, she is able to transform at any time into that demon in future quests. A dynamic loading system allows for uninterrupted gameplay between levels, and magical portals act as links and "windows" into other worlds. Additional technological achievements include seamless character morphing between Jen's human and demon forms, extravagant particle effects and environmental effects such as fog and mist, securing Primal's position as one of the most innovative and visually stunning titles for PlayStation 2 released this year.

In conjunction with the release of Primal, Sony Computer Entertainment America is unleashing a major marketing campaign behind the title with national broadcast and print media, gaming publications, Web sites and retailers. Support will be provided in the following categories:


To support Primal, the print advertising campaign based on the tagline "Civilization is Only Skin Deep" will reach millions of readers nationwide through a wide variety of national consumer, gaming, music and comic book publications, beginning in January and continuing through early May. Four different two-page consecutive advertisements will run in publications such as Electronic Gaming Monthly, Official PlayStation Magazine, Game Informer, Playboy Magazine, FHM, Maxim, Spin, D.C. Comics, Marvel Comics, and many more.


The television campaign targeting ages 17 and older for Primal will kick off this month and run in various time slots on major network, cable and syndicated programming continuing through April 2003. One 30-second commercial will air through the launch period.


Key merchandising support for Primal at all national retailers includes a dedicated point of purchase campaign with a direct mail tie in and dedicated strategy guide. Demo discs are available as part of the direct marketing campaign in addition to a dedicated online campaign and official game Web site, .


Consumers were encouraged to tap into their Primal being at Maxim Valentine's Day party with featured kiosks at San Francisco's hot nightclub, Ruby Skye and the street team of GoGorilla were in full force at the New Orleans Mardi Gras celebration, distributing branded Primal beads.

The independent Entertainment Software Rating Board (ESRB) has rated Primal "M" for "Mature." 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.

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