Sony Computer Entertainment America Appoints Industry Veteran to Senior Vice President of Sales

Sony Computer Entertainment America Inc. ("SCEA") today announced the appointment of Timothy Bender to Senior Vice President of Sales, who brings more than two decades of industry experience and strategic leadership in U.S. and global sales and marketing expertise to the company. Bender will report directly to SCEA President and CEO Jack Tretton.

"Tim brings a proven ability in growing strong consumer brands and building deep relationships with his team and the retail community," said Jack Tretton, president and CEO, SCEA. "As we approach one of our most aggressive holiday seasons and a truly exciting future for all our product platforms, we are confident that Tim's great leadership skills and contributions will help drive continued sales and market momentum for the PlayStation brand."

In his role, Bender will oversee strategic sales and merchandising initiatives across all PlayStation platforms in North America. He will be responsible for leading innovation, development and execution of sales and merchandising strategies and plans. He will also work closely with his team to generate increased consumer demand and to strengthen merchandising, promotion and consumer education and awareness initiatives for PlayStation products.

Prior to joining SCEA, Bender was the Executive Vice President at Livescribe where he was responsible for driving the company's global sales and expanding into new international markets. Before his time at Livescribe, Bender served as the President of the Global Consumer Group at LeapFrog Enterprises, Inc, where he was responsible for sales, marketing, customer services and consumer services. During his tenure, he grew the educational company into a valued U.S. consumer brand and was responsible for growth in six major international markets. Bender has also served in several senior roles at Yes! Entertainment, and Lego Systems, Inc.

About Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation and PS one game consoles, the PlayStation 2 computer entertainment system, the PSP (PlayStation Portable) system, the ground-breaking PlayStation 3 (PS3™) computer entertainment system and its digital services PlayStation Network and PlayStation Store.

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, the PlayStation 2 computer entertainment system, PLAYSTATION 3 and the PSP systems 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.

PlayStation and PSP are registered trademarks and PS3 is a trademark of Sony Computer Entertainment Inc. XMB is a trademark of Sony Corporation and Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

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SOURCE: Sony Computer Entertainment America Inc.

CONTACT: Julie Han of Sony Computer Entertainment America Inc.,
+1-650-655-7454, julie_han@playstation.sony.com