Consumers Enthusiastically Respond to Lower Pricing, Underscoring Company's
FOSTER CITY, Calif., June 14 /PRNewswire/ -- Market leader Sony Computer
Entertainment America Inc. announced today a more than twofold increase in
sales since it reduced the price of the PlayStation(R)2 computer entertainment
system, validating the company's strategy in the timing and approach to the
price drop. The company announced the lower price point of $149 suggested
retail price (SRP) for the standalone PlayStation 2 computer entertainment
system or the PlayStation(R)2 Combo Pack, while supplies last, last month at
the Electronic Entertainment Expo (E3) in Los Angeles.
Immediately following the announcement, Sony Computer Entertainment
America's major retail partners saw a dramatic increase in sales. Initial
data shows a week-over-week increase of 216 percent during the first full week
of sales at the $149 price point and an increase of 141 percent to-date since
the price drop, in comparison to the three weeks prior to the announcement.
In addition, the new price point spurred year-over-year growth with sales
during the three-week period immediately following the price drop, up
26 percent over the same time period a year prior.
"Response to the $149 price point has been amazing," said Debbie Mola,
divisional vice president of merchandising for Electronics Boutique, a leading
videogame retailer. "We've seen a steady increase in consumer demand
throughout our stores nationwide, with sales of PlayStation 2 rising to well
above our expectations."
"This price drop came when we felt it was strategically the best timing to
expand the market, and it's gratifying to see consumers respond so
aggressively to our commitment to meet their growing expectations," said
Jack Tretton, executive vice president, Sony Computer Entertainment America.
"The new sales data provides a powerful proof point that consumers-both our
mass-market, core audience and casual gamers-are placing their confidence in
the longevity of PlayStation 2, which we see as absolutely essential to the
health of the industry. We will continue to make the PlayStation 2 experience
the best entertainment value in the gaming category."
The escalation of sales further solidifies Sony Computer Entertainment
America and Playstation 2 as the industry leader, adding to the company's
existing dominance with 26 million consoles in North America, or one out of
every four households, and more than 70 million consoles shipped worldwide.
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,
and the PlayStation(R)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.us.playstation.com .