Sony Computer Entertainment America Sponsors ESPN X Games IX

Sony Computer Entertainment America Inc. announced today its sponsorship of the ninth annual ESPN X Games in Los Angeles. More than 300 of the world's best athletes will converge at the STAPLES Center from August 14-17, to compete in high-flying events including: Aggressive In-line Skate, Bike Stunt, Downhill BMX, Moto X, Skateboard, Surfing, and Wakeboard.

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

As an ESPN X Games associate sponsor for the third year in a row, Sony Computer Entertainment America benefits from widespread on-air presence including more than 100 advertising spots on ESPN, ESPN2 and ABC during the August 16 - August 22 telecast of the games. The multimillion-dollar sponsorship also includes category exclusive brand representation in ESPN The Magazine, full-page, four-color ads in the on-site Program, substantial signage and hospitality opportunities during the event, and full service banner rotation throughout both ESPN.com and EXPN.com Web sites.

Fusing live action sports and interactive entertainment, the PlayStation®2 Touring Attraction, a 77-foot truck featuring 31 interactive kiosks, will provide X Games fans with a break from the competition to check out the latest titles such as Downhill Domination™, Jak II™, Ratchet & Clank™: Going Commando, NFL GameDay™ 2004, NCAA® GameBreaker® 2004, and NBA ShootOut 2004 -- ESRB ratings E-T. Plus, attendees who stop by the truck will have the chance to win a free session for two at Point X Camp, a premier action sports training camp facility sponsored by PlayStation 2, and a PlayStation 2 computer entertainment system along with the latest software titles. In addition, Sony Computer Entertainment America will have interactive kiosks in the athlete registration area and VIP lounges, where X Games athletes can take a break from their high-flying competitions.

Sony Computer Entertainment America will also be giving action sports fans the chance to meet world champion PlayStation-sponsored athlete, Shaun White, who will greet fans and sign autographs at the PlayStation 2 Touring Attraction on August 16 from 11:00 a.m. - noon. Fresh off of gold-medal wins in the Slopestyle and SuperPipe snowboarding competitions at the 2003 Winter X Games, and recent winner of the 2003 ESPN ESPY Award for Best Action Sports Athlete, Shaun White will make history as the youngest athlete to compete in both the Summer and Winter X Games, when he debuts at the X Games IX in the Skateboard Vert and Skateboard Vert Best Trick competitions.

"At the X Games, the best athletes in action sports push their talents and skills to the extreme, resulting in nothing short of a jaw-dropping entertainment experience," said Ami Blaire, director, product marketing, Sony Computer Entertainment America. "We approach our business with the same level of enthusiasm and focus as these athletes, as we continually push the capabilities of the PlayStation 2 platform to give our fans the best entertainment and value available."

  For more information about X Games IX, please visit www.expn.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: Teresa Weaver, +1-650-655-5324, or
teresa_weaver@playstation.sony.com, or Janette Barrios, +1-650-655-5583, or
janette_barrios@playstation.sony.com, both of Sony Computer Entertainment
America Inc.

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