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Sony to begin manufacturing PlayStation 3 units in Brazil

Sony to begin manufacturing PlayStation 3 units in Brazil
Mike Schramm
Mike Schramm|@mikeschramm|May 7, 2013 9:45 PM
Sony to begin manufacturing PlayStation 3 units in Brazil
Sony has announced plans to build PlayStation 3 systems locally in Brazil. The consoles will be manufactured in Manaus by Sony Brasil Ltda., with the 250 GB version costing 1,099 Reals.

Major upcoming games The Last of Us and Grand Theft Auto 5 are getting localized releases in Brazilian Portuguese as well. A PlayStation 3 bundle featuring God of War: Ascension will hit stores in the region as part of the "Viva Em Estado Play" ("Living in a State of Play") marketing program in South America.

Sony says it's committed to investing in the local gaming development industry in Brazil, and Sony President Andrew House claims the manufacturing setup will "infuse the Brazilian economy with approximately $300 million over the next 12 months." As one more gesture of goodwill, the first ten consoles manufactured in Brazil will be given away to local gamers.
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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."
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Sony to begin manufacturing PlayStation 3 units in Brazil