Sony ties up with DWTC for Gitex Computer Shopper

Sony has signed a deal with Dubai World Trade Centre (DWTC) to bring the ‘Middle East PlayStation Experience’ to this year’s Gitex Computer Shopper.

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By  Matthew Southwell Published  July 14, 2003

Sony has signed a deal with Dubai World Trade Centre (DWTC) to bring the ‘Middle East PlayStation Experience’ to this year’s Gitex Computer Shopper. As the first ever gaming exhibition in the Middle East, Sony and DWTC will establish an integrated interactive entertainment arena in the same hall as the Gitex shopper show, which is held at Dubai’s Airport Expo venue.

With around 400 PlayStation consoles loaded with the latest software titles, the “Middle East PlayStation Experience” is expected to bring gaming to the masses and give them an opportunity to experience a wide genre of games under one roof.

“The Middle East gamer is as evolved as a gamer in Europe or America. The “Middle-East PlayStation Experience” is our endeavour to bring to the gamer, the best that PlayStation has got to offer, both in terms of hardware and the latest software titles,” says Mr Yokota, managing director of Sony Gulf FZE Dubai.

“It is natural for PlayStation as a leader in the gaming industry to tie up with DWTC, who have done a fantastic job in organising the popular GITEX consumer exhibition successfully over the years,” he adds.

The dedicated PlayStation arena will feature title-related thematic stands that will bring to life the spirit of software and enhance the gaming experience. Consumers will also have the opportunity to try out various software packages, including exclusive previews of games under development.

According to DWTC’s director general, Mubarak bin Fahad, the introduction of the Sony event will bolster what is already an exceptional event. “Gitex Computer Shopper has developed into the most comprehensive show of its kind attracting a diverse gathering of individuals that includes IT enthusiasts and end users from all around the region,” he says.

“With the addition of ‘Middle East PlayStation Experience’ to the event, Gitex Computer Shopper will evolve further and offer something to satisfy a much wider audience that has so far excluded young ones,” he adds.

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