Sony Interactive Entertainment America is the North American subsidiary of Sony Interactive Entertainment. SIEA is responsible for publishing and marketing Sony's hardware and software in that region.
Weren't the Xbox 360 games in the making for 2 years before the console was released or do I remember wrong? I think everyone knew that the PS4 was on it's way, and just because games are being started doesn't give us any information as to what the PS4 will run, look, and play like.
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