Dubai, 9th July 2003: Consolidating its position as the leader in computer entertainment, Sony Computer Entertainment, today, announced the launch of their latest gaming concept, ‘EyeToy’.
EyeToy is stunningly simple and instantly playable. It is the beginning of a new era in console gaming experiences, which is set to change the traditional trend of console gaming.
Speaking at the launch press conference of EyeToy, Mr. Yasuhide Yokota, Managing Director, Sony Gulf FZE said, “Video games, till date, meant sitting down in front of your TV and controlling the game characters with a joystick. This is set to change with Sony’s new gaming experience, the EyeToy, whereby you become the gaming character and you yourself are the controls. This amazing concept of the EyeToy will appeal to people of all ages.”
“The Middle East is one of the fastest growing computer entertainment markets, with over 2.6 million PlayStation hardware units installed to date. With the launch of this breakthrough gaming concept we feel certain our market share is set to grow further,” added Yokota
EyeToy is a whole new gaming experience consisting of a very simple set-up. It comprises of a small camera that is placed on top or below the TV, which is connected to a PlayStation® 2 unit. By linking the PlayStation® 2 to the supplied EyeToy USB camera, the players will feature live on screen within the game. This enables them to virtually interact with, and manipulate game-featured characters. The player then uses his hands, legs or any part of his/her body to play the game. With no joysticks with complicated buttons, all you need to play this game is the ability to move.
This phenomenal gaming concept has the potential to inspire a whole new genre of gaming experience and appeal to a brand new audience.
The EyeToy: Play is the first game exclusively made for EyeToy. EyeToy: Play contains a selection of 12 wacky party games. Each of the games is extremely simple and addictive to play. With Kung Foo, puzzles, dancing, juggling, football, boxing, fireworks and loads more, there is a wide range of gaming activity to suit the tastes of various gamers.
Priced at Dhs. 179/- for the USB camera and the CD, the EyeToy is available at select outlets in the UAE. Further information is available on www.eyetoy.com
The EyeToy will be showcased at the Middle East “PlayStation Experience” event at the Gitex Computer Shopper – the largest IT retail event in the Middle East that takes place between the 18th and 24th of October 2003 at the Airport Expo Dubai. This will be the first ever gaming exposition in Dubai.
-Ends-
Notes to editors:
About Sony Computer Entertainment Europe Ltd.
Sony Computer Entertainment Europe, based in London, is responsible for the distribution, marketing and sales of PS one and PlayStation® 2 hardware and software in 102 territories across Europe, the Middle East, Africa and Oceania. By 15 January 2003, over 38 million PlayStation and PS one units had been shipped across these PAL territories and over 95 million worldwide. Between its European debut on 24 November 2000 and 15 January 2003, over 16 million PlayStation® 2 units have been shipped across the PAL territories, over 50 million worldwide, making it one of the most successful computer entertainment products in history.
About Sony Gulf FZE
Sony Gulf FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.
Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Gulf FZE leads execution of various logistics, sales, marketing, advertising and customer services (after sales) activities through its business partners, branch offices and representative offices. A network of 4 branch and representative offices in Lebanon, Morocco, Iran and Kenya and a multiple of service centres reinforce Sony’s presence in key markets in the region.
For further information, please contact:
Ram Modak,
Manager
Corporate Communications
Sony Gulf FZE,
Tel: (971)-4-8816912
Fax: (971)-4-8817808
Email: Ram.Modak@ap.sony.com
Neil D’Sylva
Executive
Corporate Communications
Sony Gulf FZE
Tel: (971)-4-8816912
Fax: (971)-4-8817808
Email: Neil.Dsylva@ap.sony.com
Chatali Costa
Account Manager
Promoseven Weber Shandwick
Tel: (971)-4-3210077
Fax: (971)-4-3211711
Email: chatali@promoseven.com
© Press Release 2003
