Sony starts building PS3s in Brazil, The Last of Us and GTA V to get localized releases

Even as we await next generation consoles, Sony is extending the battlefield for the current generation by focusing on Brazil. In an event today it announced that for the first time it will be building PlayStation 3s locally in Manaus, a move executives stated will inject $300 million into the local economy and drive "significant" price reductions in the region. Brazilian gamers can also expect more game release support, with news that The Last of Us will have a localized version available (you can see a snippet of it in the video embedded after the break) simultaneous with the worldwide launch, and GTA V will be the first game in the series to include Brazilian Portuguese localization. That's a major shift for the area, especially considering the PlayStation 2 (yes, that's a 2) only officially launched in Brazil in 2009. As the company extends its "Viva Em Estado Play" marketing campaign, it will also offer a 250GB PS3 bundled with God of War: Ascension for R$1,099, and is running a contest to win the first Brazilian-built PS3.

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PlayStation®3 To Be Locally Manufactured In Brazil

New Local Manufacturing Initiative to Drive Significant PS3® Price Reductions for Brazilian Gamers; Reinforces Long-Term Commitment to Brazil Gaming Market

SAO PAULO, May 7, 2013 /PRNewswire/ -- At a press conference held in Sao Paulo, Brazil, Sony Computer Entertainment Inc. today announced the local manufacturing of the PlayStation®3 (PS3®) computer entertainment system as part of its commitment to invest in the growth of the gaming industry in Brazil. The PS3 systems are manufactured by Sony Brasil Ltda. in Manaus, state of Amazonas. The suggested retail price of a locally manufactured PS3 (250GB) is $1,099 Reais (MSRP).



Both Andrew House, President and Group CEO of Sony Computer Entertainment Inc., and Jack Tretton, President and CEO of Sony Computer Entertainment America, participated in the event to acknowledge the significant milestone.

"Sony Computer Entertainment continues to invest in the Brazil game market as part of our long-term commitment to the country and its gamers," said House. "Locally manufacturing PlayStation 3 in Brazil will benefit gamers, retailers and developers. The local manufacture of PlayStation 3 is expected to infuse the Brazilian economy with approximately $300 million over the next 12 months."

"Brazil is home to some of the most passionate gamers in the world and we're focused on providing them with the best entertainment experiences that can only be found on PlayStation," said Tretton. "With today's manufacturing announcement and the amazing lineup of localized games, there's never been a better time to join the PlayStation family if you live in Brazil."

Other announcements included the much anticipated action-adventure game from Naughty Dog, The Last of Us, which will launch in Brazil simultaneously with the worldwide release, fully localized in Brazilian Portuguese. In addition, Rockstar Games' Grand Theft Auto V will be the first Grand Theft Auto ever to be localized with text into Brazilian Portuguese. During the event, Sony Computer Entertainment also announced a new software bundle for God of War Ascension that includes a 250GB PS3 system and the God of War: Ascension game for R$1,099 (MSRP).

Mark Stanley, General Manager, Latin America, for Sony Computer Entertainment America, who hosted the event, also announced the launch of a major communications campaign that will run in Brazil throughout 2013 as an extension of the popular "Viva Em Estado Play" that has been running across Latin America.

"This communication campaign will inspire millions of Brazilians to immerse themselves in the world of PlayStation. As part of this celebration, we have created an opportunity for 10 Brazilian gamers to each win one of the first PS3 systems made in Brazil," said Stanley. "What better way to celebrate Brazil's passion for gaming."

For more of the latest news from PlayStation in Latin America, visit:

About Sony Computer Entertainment Inc.
Recognized as the global leader and company responsible for the progression of consumer-based computer entertainment, Sony Computer Entertainment Inc. (SCEI) manufactures, distributes, develop and markets the PlayStation®2 (PS2®) computer entertainment system, the PSP® (PlayStation®Portable) handheld entertainment system, the PlayStation®3 (PS3®) computer entertainment system and the PlayStation®Vita (PS Vita) portable entertainment system. SCEI has revolutionized home entertainment since they launched PlayStation in 1994. PS2® further enhances the PlayStation legacy as the core of home networked entertainment. PSP® is a handheld entertainment system that allows users to enjoy 3D games with high-quality full-motion video and high-fidelity stereo audio. PS3® is an advanced computer system, incorporating the powerful Cell Broadband Engine and RSX processors. PS Vita is an ultimate portable entertainment system that offers a revolutionary combination of rich gaming and social connectivity within a real world context. SCEI also delivers the PlayStation® experience to open operating systems through PlayStation®Mobile, a cross device platform. Headquartered in Tokyo, Japan, SCEI, along with its affiliated companies, Sony Computer Entertainment America LLC., and Sony Computer Entertainment Europe Ltd., and its division companies, Sony Computer Entertainment Japan Asia develops, publishes, markets and distributes hardware and software, and manages the third party licensing programs for these platforms in the respective markets worldwide.

PlayStation, PS3, PS2 and PSP are registered trademarks of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

SOURCE Sony Computer Entertainment Inc.