Largest gaming initiative in region - Middle East PlayStation Experience - concludes with a turnout of over 50,000 visitors

The Middle East PlayStation Experience, which saw a record turnout of over 50,000 enthusiasts during its 7-day duration, formed part of the company's strategy of playing a pivotal role in developing the nascent gaming industry in the region.

Mr. Yasuhide Yokota, Managing Director, Sony Gulf FZE said: "As an indication of the huge potential that we see in the region, this year we hosted our most ambitious consumer event - The Middle East PlayStation Experience. Our strategy is to now take the next step forward and actively tap other key markets in the region, through targeted consumer initiatives."

Covering 2700 sq. meters, the Middle East PlayStation Experience featured title-related thematic stands that brought to life the spirit of software to enhance the gaming experience. With over 200 PlayStation consoles loaded with the latest software titles, the event aimed to provide gaming enthusiasts with an opportunity to experience a wide genre of games under one roof.

While the PlayStation Experience brought together the entire vertical section of the very active and loyal Sony PlayStation gaming community in the Middle East under one roof , it also served to attract and educate a large number of first-time gamers seeking to understand the excitement behind console gaming.

Mr. Tim Stokes, Sales & Marketing Manager, Distributor Markets, Sony Computer Entertainment Europe (SCEE), said: "One of the important factors that has marked Sony's continued growth in the computer gaming market is the massive investment that it makes in the area of Research & Development (R&D). The company has several highly advanced gaming studios across the world that continuously come out with new gaming concepts and initiatives. As part of our future plans we will be launching some of our key software titles in Arabic in the region next year," he added.

In keeping with the spirit of PlayStation gaming, as is reflected in the new tag-line - Fun, Anyone? - several non-gaming elements were incorporated into the event. These included live entertainment acts based on popular films that have been converted on to the PlayStation platform and musical performances. Consumers also had the opportunity to preview over 40 games under development, several of which are scheduled for release in the course of the year and beyond.