New gaming concept expected to buoy sales of Play Station 2 in the region


Dubai, UAE, July 26, 2003: Sony, the Japanese consumer electronics giant and the leading player in the global computer gaming market today said that its first-of-its-kind new gaming product, EyeToy – which features a USB camera that uses motion-tracking technology to place the player directly into the game is creating waves across the Middle East computer gaming market.
 
A senior official from the company’s regional headquarters in Dubai stated that in the two weeks since its launch in the region, sales of EyeToy had surpassed initial projections by over 40 per cent - a figure that is expected to grow even further in the coming months.
 
Sony Gulf FZE’s Managing Director, Mr. Yasuhide Yokota, said, “The Middle East is one of the fastest growing gaming and computer entertainment markets in the world. The last two years have seen a radical change in the profile of gaming enthusiasts in the region, who have increasingly become exposed to more sophisticated gaming concepts.
 
“The launch of the path-breaking EyeToy, which has redefined the gaming experience by placing the player directly into the game, perfectly fits into this trend,” he added.
 Mr. Yokota further said: “Sony has so far sold over 2.6 million PlayStation units in the region, and is the leading player in the computer gaming market with a major chunk of the market share. We expect that the launch of the EyeToy will further provide a substantial impetus to the sales of PlayStation 2 units in the region”.
 
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 that players need to play this game is the ability to move.
 
The Dubai-based Sony Gulf FZE, a 100 per cent subsidiary of the Sony Corporation, Japan, is also planning a slew of strategic promotions for EyeToy in the region.
 Computer gaming enthusiasts will soon be treated to a live demonstration of EyeToy at the Dubai Internet City (DIC), as part of Sony’s strategic promotion of its new gaming product in the UAE, and the region in general.
 
The EyeToy will also 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.
 
EyeToy: Play is the first game exclusively made for EyeToy. It is being retailed in the UAE at Dhs179 for the package, which includes 12 mini games on one CD and the USB camera. Titles like Kung Foo, in which the player takes on a bevy of ninja enemies, Beat Freak where the player’s dancing motions get captured on the TV screen, and Keep Ups, a virtual football game where the player uses only his head to strike the ball feature on EyeToy: Play.
 
As part of the promotion efforts, Sony has also launched a dedicated EyeToy website with flash animation. The site also has a mini-game that visitors can try their hand at to win a 32-inch widescreen TV, a PS2 and an EyeToy.
 
Mr. Yokota added, “The EyeToy is surely firing up the imagination of computer gaming enthusiasts in the Middle East. Those who have tried it till now in the region are vouching that it brings forth an adrenalin rush that other games do not trigger
 
“What is unique to EyeToy is that crosses the age barrier in computer games. Any one can be an hero with EyeToy, and we are sure it will be a huge success among all ages, be it children, mothers, fathers or even grand-parents!!”
 
-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

© Press Release 2003