First-Ever Downhill Mountain Bike Racing Game Provides Outdoor Adrenaline Thrills in Downhill Domination™ for PlayStation®2

Sony Computer Entertainment America Inc. announced today the release of Downhill Domination™, available exclusively for the PlayStation®2 computer entertainment system. Developed and created by Sony Computer Entertainment America's Santa Monica studio with Incog Inc. Entertainment, Downhill Domination is the first downhill mountain bike racing game ever published for a next generation platform and features professional riders, licensed manufacturers, a broad appealing music roster and courses from around the globe. In addition, the company plans to back up the release of Downhill Domination with a multi-million dollar marketing campaign that will run through September 12.

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"As the first downhill mountain bike racing game for a next-generation console, Downhill Domination takes full advantage of the PlayStation 2 technology by providing players with the fast and edgy racing gameplay derived from this extreme sport," said Ami Blaire, director, product marketing, Sony Computer Entertainment America. "Created by the same developers that brought PlayStation 2 fans hits like War of the Monsters™ and Twisted Metal:Black®, we are confident that their game will raise the bar within the extreme sports genre, while appealing to new and existing fans including the mountain biking community."

Downhill Domination is based on the extreme sport of downhill mountain bike racing and puts players in control of customizable mountain bikes to race down vertical mountainsides and urban environments while performing stunts at speeds in excess of 60 miles per hour. Playable in first- and third-person perspectives, players will be able to select from one of 14 riders, including five pro-riders in an intense race to gain corporate sponsorship and a chance at the coveted Downhill Domination Championship. During gameplay, players will have the opportunity to choose bikes from various manufacturers including Specialized, GT, Intense, Mongoose, Trek, as well as more than 27 expansive and interactive courses inspired by locations in the United States, Italy, Japan, and others.

"When I first met with Sony Computer Entertainment, I realized the importance that this game would have for mountain biking," said Eric Carter, world-class mountain bike and BMX champion rider featured in the game. "Downhill Domination could propel mountain bike racing into the forefront of the extreme game competitions -- and this game does an awesome job of showcasing our sport."

Downhill Domination features a high-impact soundtrack featuring various licensed alternative, punk, hip-hop, techno and classic rock tunes that capture the energy and excitement of each race. Highlighted artists include Black Eyed Peas with "Get Retarded," Propellerheads with "Bang On!," Saliva with "Your Disease," Freezepop with "Bike Thief," Brian Setzer with "8-Track" and Cirrus with "Breakbeat Suckers."

  Marketing support details for Downhill Domination are as follows:

  National Broadcast/Cable Advertising Campaign

The national television campaign focuses on the ability to choose your own path down the mountain and emphasizes the hardcore mentality of downhill mountain bike riders. The television campaign for Downhill Domination kicks off on July 20 and continues during primetime programming throughout the week. The spot will run in various time slots on network, cable and syndicated programming continuing through September 12. Executions will occur on NBC, FOX and WBN Networks, as well as targeted cable programming including ESPN2, MTV, Speedvision, TBS and the USA Network. Airings will reach viewers of "WWE Smackdown," "Smallville," "Saturday Night Live," and many more shows.

National Print Advertising Campaign

To support Downhill Domination, the print advertising campaign centers on the extreme attitude present in downhill mountain bike racing and will reach millions of readers nationwide through placements in a wide variety of national consumer, gaming, male lifestyle and extreme sport publications. The print campaign will begin in July and continue through September. Print ads will run in publications such as Electronic Gaming Monthly, bike Magazine, Maxim and Blender.

The independent Entertainment Software Rating Board (ESRB) has rated Downhill Domination "T" for Teen. For more information about the ERSB visit www.esrb.com.

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.

Visit us on the Web at http://www.playstation.com/

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SOURCE: Sony Computer Entertainment America Inc.

CONTACT: Ryan Bowling, +1-650-655-3657 or
ryan_bowling@playstation.sony.com, or Heather Crosby, +1-650-655-5234 or
heather_crosby@playstation.sony.com, both of Sony Computer Entertainment
America Inc.

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