PS3 gets a whole lot brighter with amBX support

PRESS RELEASE: amBX ANNOUNCES TOOLS AND MIDDLEWARE LICENSE FOR PLAYSTATION®3

Redhill, UK – amBX today announced that it has concluded a Tools & Middleware License agreement for PLAYSTATION®3 (PS3™) with Sony Computer Entertainment Inc. (SCEI).



Originally conceived and developed for the PC by a UK team within Philips Research, amBX is a technology that delivers real-world sensory experiences - using light, colour, rumble and even air flow - through licensed amBX peripherals, to the virtual worlds of video games, music, movies, Internet and TV entertainment. The Tools & Middleware License agreement with SCEI will allow amBX to develop its ambient experiences technology beyond the PC market and into the worldwide game market.

“This is a major milestone in the development of amBX as a ubiquitous standard for entertainment sensory experiences,” commented Jo Cooke, Chief Marketing Officer, amBX. “amBX has already proved incredibly popular and successful within the PC games, music, movies and apps markets and the Tools & Middleware License agreement with SCEI will allow us to bring amazing light, rumble, sound and air movement experiences to game users.”

amBX has already licensed the technology to many content developers and publishers in the gaming sector and the amBX developer program has recently launched a new, free SDK to allow many more hardware and entertainment developers to add this innovative technology to their products. A support forum also provides advice and best practice information as well as a complete toolbox that will unlock the most advanced features of amBX at www.ambx.com.

amBX is a technology developed by Philips Research that allows content providers of games, films, music and websites to create immersive experiences that are felt in the real world by triggering specially developed amBX devices. Such amBX devices provide LED lighting, airflow, and rumbles. amBX is a controlling technology that can enable devices in sync with content. Other devices have been prototyped including heat and water atomisers.

In October 2008 amBX spun out of Philips and became a stand alone independent business made possible through VC funding from Prime Technology Ventures. Hardware manufacturers (other than Philips) can create amBX hardware capable of working with amBX content.

Currently amBX is available for PCs. A console version of amBX is expected to launch late 2009. Professional lighting, film and other entertainment media are also expected to follow.