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Sony Computer Entertainment America Announces Widespread Presence at the 2006 Game Developers Conference

     Phil Harrison to Kick Off Event with PLAYSTATION(R)3 Focused Keynote

    FOSTER CITY, Calif., March 21 /PRNewswire/ -- Sony Computer Entertainment
America Inc. announced today its presence at the 2006 Game Developers
Conference (GDC), held March 22-24 at the McEnery Convention Center in San
Jose, Calif.  The company will support developers and publishers in the
creation of PlayStation(R) content by providing the latest development tools
and technologies through conference presentations, panels and booth
demonstrations.  Booth demonstrations will be held at booth number 808, which
will be open from 11:30 a.m. to 6:30 p.m. March 22nd and 23rd, and from 11:30
a.m. to 3:30 p.m. on March 24th.
    The Game Developers Conference is the world's largest event exclusively
devoted to game creators.  GDC hosts more than 12,000 attendees and provides
educational, networking, and business opportunities for the professionals
driving the $11 billion videogame industry.  At this year's conference, Phil
Harrison, president of Worldwide Studios, Sony Computer Entertainment, will
deliver the opening keynote titled "PLAYSTATION(R)3: Beyond the Box" on
Wednesday, March 22nd, at 10:30 a.m. in the San Jose Civic Auditorium.
    "Developers play a key role in the success of the PlayStation platforms,
creating innovative content that takes advantage of our cutting edge
technologies, bringing them to life," said Phil Harrison, president of
Worldwide Studios, Sony Computer Entertainment.  "The Game Developers
Conference gives us an opportunity to collaborate with the development
community, and demonstrate new technology, business models and our vision that
will help fuel the growth of the computer entertainment industry."

    Sony Computer Entertainment America staff will be available at the booth
throughout the conference to offer a look at the latest developments in tools
and technologies, including:
    -- PLAYSTATION 3 kiosks, showcasing the latest hardware and development
       tools for the next-generation console including Unreal Engine, COLLADA,
       PlayStation Graphics Library (PSGL) and performance analysis tools.
    -- PSP(TM) (PlayStation(R)Portable) system demonstrations, including PSP
       Spot which allows users to utilize the PSP system's wireless and game
       share capabilities to download game demos.  The booth will also feature
       peripherals for the PSP system including the PSP headset and car
       adaptor.
    -- Playable Titles, demonstrations of games that highlight the new and
       unique features of the PlayStation platforms. Games to be featured in
       the booth include Tourist Trophy(TM), Loco Roco(TM), Namco's Me and My
       Katamari, and Sony Online Entertainment's Field Commander.

   Sony Computer Entertainment developers, programmers, producers and
technology specialists will speak on a variety of topics at the 2006 Game
Developers Conference.  Below is a list of affiliated speakers and their
sessions.  For complete session descriptions and information on how to
register for the 2006 Game Developers Conference, visit http://www.gdconf.com.
Speaker times and locations are subject to change.

    Wednesday, March 22nd:
    -- 9 a.m. - 10 a.m.: Sergio Pimentel, music licensing and A&R manager,
       Sony Computer Entertainment Europe, "The 7 Deadly Sins of Music
       Licensing," Almaden Ballroom, San Jose Hilton.
    -- 12 p.m. - 1 p.m.: Chuck Russom, senior sound designer, Sony Computer
       Entertainment America, "Field Recording for Games," Almaden Ballroom,
       San Jose Hilton.
    -- 2:30 p.m. - 3:30 p.m.: Hajime Sugiyama, lead programmer, Atsuko
       Fukuyama and Masanobu Tanaka, animators, and Junichi Hosono, lead game
       designer, all of Sony Computer Entertainment Inc., "Postmortem: The
       Emotional Character Control of Shadow of the Colossus," Room J2/3.
    -- 4 p.m. - 5 p.m.: Clint Bajakian, senior music supervisor, and Chuck
       Doud, music director, and Dave Murrant, sound design manager, and Brad
       Aldredge, senior sound designer, all of Sony Computer Entertainment
       America, "God of War(TM): Sound and Music Production," Almaden
       Ballroom, San Jose Hilton.
    -- 4 p.m. - 5 p.m.: Vangelis Kokkevis, senior research engineer, Sony
       Computer Entertainment US R&D, "High Performance Physics Solver Design
       for Next Generation Consoles," Blossom Hill I/III, San Jose Marriott
       Hotel.

    Thursday, March 23rd:
    -- 9:00 a.m. - 10:00 a.m.: Chuck Doud, music director, Sony Computer
       Entertainment America, "Music Publishing in the Video Game Industry,"
       location TBD.
    -- 2:30 p.m. - 3:30 p.m.: Richard Stenson, graphics API engineer, Sony
       Computer Entertainment US R&D, "Collada for PlayStation 3," Room F1/2.
    -- 2:30 p.m. - 3:30 p.m.: David Jaffe, creative director, Sony Computer
       Entertainment America, and Lorne Lanning, president, Oddworld
       Inhabitants, "Odd vs. God: An Interview with David Jaffe by Lorne
       Lanning," Room J2/3.
    -- 2:30 p.m. - 3:30 p.m.: Chuck Doud, music director, Sony Computer
       Entertainment America, "How to Get the Perfect Music for Your Game,"
       location TBD.
    -- 4:00 p.m. - 5:00 p.m.: Chuck Doud, music director, Sony Computer
       Entertainment America, "Music Implementation: Making Games Sound Like
       Interactive Movies," location TBD.
    -- 5:30 p.m. - 6:30 p.m.: Didier Malenfant, president, Ready at Dawn
       Studios, "Half Weasel, Half Otter, All Trouble: a Postmortem of
       Daxter(TM) for the Sony PSP," Room J1/4.

    Friday, March 24:
    -- 10:30 a.m. - 11:30 a.m.: Oliver Wright, senior graphic designer, Sony
       Computer Entertainment Europe, "Brand Development for Video Games,"
       Blossom Hill I/III, San Jose Marriott Hotel.
    -- 12 p.m. - 1 p.m.: Dave Murrant, sound design manager, Sony Computer
       Entertainment America, "Audio Production: Ideas for the Next
       Generation," Room A5/6.
    -- 12 p.m. - 1 p.m.: Tim Moss, director of technology, Sony Computer
       Entertainment America, "God of War: How the Left and the Right Brain
       Learned to Love One Another," Ballroom III/VI, San Jose Marriott Hotel.
    -- 2:30 p.m. - 4:30 p.m.: Jason Parks, technical artist, Sony Computer
       Entertainment America, "Muscle Systems for Game Production," Ballroom
       I/II, San Jose Marriott Hotel.
    -- 4 p.m. - 5 p.m.: Craig Reynolds, research scientist, Sony Computer
       Entertainment US R&D, "Crowd Simulation on PS3," Room A5/6.

    PlayStation University -- Friday, March 24:
    -- 9 a.m. - 10 a.m.: Mark Vitello, product evaluation group manager, Sony
       Computer Entertainment America, "Developing for PSP: Year 2," Room A1.
    -- 10:30 a.m. - 11:30 a.m.: David Coombes, platform research manager, Sony
       Computer Entertainment America, "Introduction to PS3," Room A1.
    -- 12 p.m. - 1 p.m.: Geoff Audy, senior developer support engineer, Sony
       Computer Entertainment America, "Introduction to the PS3 SPU's," Room
       A1.
    -- 2:30 p.m. - 3:30 p.m.: Bruce D'Amora, Emerging Systems Software, IBM
       T.J. Watson Research, "Cell for Digital Media Acceleration," Room A1.
    -- 4 p.m. - 5 p.m.: Bruno Matzdorf, developer support line manager, et al,
       "An Industry Perspective on COLLADA and the Asset Management Pipeline
       (panel)," Room A1.

    About Sony Computer Entertainment America Inc.
    Sony Computer Entertainment America Inc. continues to redefine the
entertainment lifestyle with its PlayStation(R) and PS one(TM) game console,
the PlayStation(R)2 computer entertainment system and the PSP(TM)
(PlayStation(R)Portable) 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.   PSP is a new portable entertainment
system that allows users to enjoy 3D games, with high-quality full-motion
video, and high-fidelity stereo audio.
    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 and the PSP 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.us.playstation.com.


SOURCE Sony Computer Entertainment America Inc.




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    CONTACT:
    Kimberly Otzman, +1-650-655-7524 or
    kimberly_otzman@playstation.sony.com, or Jennifer Clark,
    +1-650-655-5994 or jennifer_clark@playstation.sony.com, both of
    Sony Computer Entertainment America Inc.