Largest ever gaming exposition in region; Middle East PlayStation Experience opens at GITEX Computer Shopper

The event, entry to which has been kept free for everyone, has been billed as the main highlight of this year's edition of GITEX Computer Shopper, and is expected to attract over 50,000 visitors over the next seven days.

Addressing a special media preview, held prior to the opening of the Middle East PlayStation Experience to the general public, Mr. Yasuhide Yokota, Managing Director, Sony Gulf FZE, said: "In the Middle East, which is regarded as the fastest growing gaming market in the world, Sony PlayStation currently controls about 75 per cent of the US$100 million market - a market that is rapidly growing at a staggering annual rate of about 30-40 per cent. The Middle East PlayStation Experience is testimony to Sony's commitment to nurture the growth of this market, by bringing to the region the latest, best-of-breed gaming concepts."

Expressing his appreciation on the whole-hearted support and backing that the event has received from Dubai World Trade Center (DWTC), the organizers of GITEX Computer Shopper, Mr. Yokota further added: "The Middle East PlayStation Experience is the largest gaming event to be ever held in the region. While the event will bring together the entire vertical section of the very active and loyal Sony PlayStation gaming community in the Middle East under one roof, it is also expected to attract a large number of curious, first-time gamers seeking to understand the hype and excitement behind console gaming."

Mr. Mubarak bin Fahad, Director General, Dubai World Trade Centre (DWTC), said: "The annual GITEX Computer Shopper has over the years emerged as one of the most successful events of its kind in the region, attracting a diverse gathering of visitors from across the Middle East.

"In terms of total space sold, Computer Shopper has grown by almost 120% this year and the number of exhibitors has gone up by 14% as the show heralds the entry of the Middle East PlayStation Experience into this year's edition reflecting our commitment to offer more than just conventional retailing opportunities. The Middle East PlayStation Experience will play a significant role in making substantial inroads into the huge gaming market segment, which consists primarily of young enthusiasts," Mr. bin Fahad observed.

Mr. David Reeves, Executive Vice President, Sony Computer Entertainment Europe (SCEE), said: "The last three years have seen an exponential increase in the uptake of gaming in the Middle East. With the average gaming enthusiast in the Middle East being as evolved as a gamer in any other part in the world, what was lacking till now was an industry-level effort to bring gaming to the masses.

"The Middle East PlayStation Experience will, in our opinion, fill this void and bring to the region the best that PlayStation has got to offer, both in terms of hardware and the latest software, while highlighting the sociability and simplicity of PlayStation that can be experienced by everyone," he added.

Mr. Reeves further said: "In keeping with the spirit of PlayStation gaming, as is reflected in our new tag-line 'Fun, Anyone?' we have strived to incorporate several non-gaming elements into the event. These include live entertainment acts based on popular films that have been immortalized on the PlayStation platform, quizzes, musical performances etc."

Covering 2700 sq. meters, the Middle East PlayStation Experience features over 200 PlayStation consoles loaded with the latest software titles, providing enthusiasts with an opportunity to experience a wide genre of games under one roof.

Visitors to the Middle East PlayStation Experience also have the opportunity to try out various software including exclusive previews of games under development, several of which are scheduled for release during the course of the year and beyond.

In addition, Sony Gulf FZE has also launched a dedicated bilingual website that serves as a comprehensive resource about all aspects of the event.