Videogame and Consumer Products Veteran to Direct Public Relations for PlayStation Brand, Including November Launch of PLAYSTATION 3

Sony Computer Entertainment America, Inc. today announced the appointment of Dave Karraker to the post of Senior Director of Corporate Communications. Filling an existing position, Karraker will oversee all North American public relations for Sony Computer Entertainment America's successful PlayStation 3 brand. He will report to Peter Dille, Senior Vice President of Marketing, effectively immediately.

Karraker will manage the Sony Computer Entertainment America communications team responsible for PlayStation products in the North America, including the original PS one game console, PlayStation 2 computer entertainment system, PSP and all first-party PlayStation software. He will also supervise public relations for the launch of the ground-breaking Sony PLAYSTATION 3, which will be available in the North America on November 17, 2006.

Before joining the Sony Computer Entertainment America team, Karraker was North American Vice President of Corporate Communications for Allied Domecq Spirits and Wine, managing communications for such well-known brands as Stolichnaya, Maker's Mark, Kahlua, Beefeater and Courvoisier. Prior to Allied Domecq, Karraker was Director of Marketing Communications for Kmart Corporation, where he oversaw media relations for the discount retailer's marketing efforts; proprietary brands, such as Martha Stewart Everyday and Joe Boxer; store network and e-commerce division.

Karraker's videogame and consumer electronics experience includes work with public relations firms Access Communications in San Francisco and Rogers & Cowan in Los Angeles, where his clients included Sega of America, Microsoft, 3DO, Virgin Interactive, Crystal Dynamics, U.S. Gold, ASC Games, 3Dfx Interactive and Knowledge Adventure. Before joining the public relations field, Karraker was a broadcast journalist for the CBS affiliate in Santa Barbara, California and the NBC affiliate in Reno, Nevada.

"Dave has the ideal blend of videogame, large consumer brand and retail experience to help us meet our goals with the PlayStation brand," said Peter Dille, Senior Vice President of Marketing, Sony Computer Entertainment America. "SCEA's communications team will play a key role in the successful launch of the PLAYSTATION 3, focusing on driving not only consumer demand, but also retailer excitement and synergies across the Sony family of companies. Dave has a proven track record for managing responsive, two-way communications between all stakeholders and audiences for the companies he has represented, which will be a critical component of our marketing program for all PlayStation products."

Karraker holds a bachelor's degree in broadcast journalism from California State University “ Northridge. He will be based at the Sony Computer Entertainment America corporate headquarters in Foster City, California.

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