Sony attacks games piracy

Sony's latest move in its effort to reduce piracy of PS2 video games is the Arabisation of its new football title.

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By  David Ingham Published  March 24, 2004

Sony hopes that localisation of its new Playstation2 football game will help reduce rampant piracy of its games titles in the region. The new offering, This is Football (TIF) 2004, features around 20 Middle Eastern clubs, over 400 players from those teams and commentary from veteran Egyptian commentator, Hamada Emad. “This is very much an experiment for us,” confirmed Tim Stokes, sales & marketing manager, distributor markets, Sony Computer Entertainment Europe (SCEE.) “Based on this, we will localise other games in the future.” At the moment, Sony’s tie in-ratio (the number of games that each PS2 console owner buys) is around six worldwide. In the Middle East, that currently stands at just one because of rampant piracy. Stokes told ITP.net that the company will be looking for a 100% increase over normal sales figures for a PS2 game title. He would not put a figure on how much the Arabisation of the game had cost. Indications are that if the decision to localise the game pays off in increased sales, more such titles will follow. Arabised games may have arrived much earlier had more been done to combat piracy across the region. To kick off the launch of the game and help drive legitimate sales, Sony has joined up with Emirates to give gamers the chance of attending this year’s UEFA Champion’s League Final. Anyone buying TIF 2004 before April 23 will be eligible to win one of eight holiday packages to the match, which takes place in Düsseldorf, Germany on May 26. Sony describes TIF 2004 as combining the accessibility of FIFA, the world’s best selling football game, with the depth of Pro Evolution Soccer, the critics’ favourite football title.

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