Sony Middle East & Africa launches BRAVIA XR

Next-Gen TVsto deliver the ultimate gaming experience

BRAVIA XR A90J, A80J, and X90J series offers smooth and responsive experience to gamers and gaming enthusiasts to help them get an edge on the competition

DUBAI, UAE,10 August 2021:Reimagining gaming entertainment in the region, Sony Middle East & Africa has launched the new BRAVIA XR Next-Gen TV series with dedicated gaming mode. Powered by the company’s BRAVIA XR Cognitive Processor, the TV series offers Sony’s signature picture quality and ingenious sound design for an immersive gaming experience.

The BRAVIA XR A90J, A80J and X90J modelsoffers ultra-smoothtransitions between gaming scenes, quick responsiveness and HDMI 2.1 compatibilityto deliver responsive gameplay and maximum performance in shooting, sports, and high-performance games with instant on-screen action.

With the new models, gaming enthusiasts can enjoy a vast array of real-world colours and deep contrast that brings out the finest details in all gaming action on screen. The TVs have wide viewing angles, so users can enjoy the same breathtaking scenes from the sides as from the centre. Fast-moving content – such as in sports and action games –looks sharp, bright, and clear.

The launch of the new models comes amidst surging gaming trends worldwide, making it the most profitable form of entertainment. The industry is worth $148.8 billion globally, while the market in the Middle East and Africa is valued at about $4.8bn, accounting for just 3 per cent of the worldwide total, according to a study by market research firm Newzoo[1].

Shintaro Hayatani, Head of Marketing, Sony Middle East & Africa, said: “The Middle East is one of the fastest-growing gaming markets in the world, offering a huge opportunity for software designers and equipment manufacturers. Sony’s new BRAVIA XR TV series caters to this burgeoning market, offering ultra-smooth gaming experience with a dedicated game mode and built-in features aligned to match the future demands of the gaming industry. With its Cognitive Processor XR – a world’s first, users can now enjoy a complete immersivegaming experience that thrills and moves you and feels just like the world around us.”

The ingenious Cognitive Processor XR in BRAVIA XR TV, which thinks like a human brain, offers a complete immersion in an experience that thrills and moves users and feels just like the world around them. The TVs use a new processing method that goes beyond conventional Artificial Intelligence and is designed to replicate the ways humans see and hear.

In the sound department, the A80J, A90J and X90J are equipped with the XR Sound Position which offers the reality of sound behind the picture. As the screen is the speaker on this BRAVIA XR TVs, the sound matches precisely with what’s on the screen for a truly immersive experience.The sound-from-picture reality technology makes the screen the speaker. Moreover, the XR Surround creates surround sound from the sides and vertically to enjoy the gaming experience.

The series features Android TV™ with Google Play Store and Chromecast built-in, which offers users easy access to content, services and devices via its extensive platform.

Availability and Pricing

The BRAVIA XR Next-Gen TV series are now on sale in the UAE. For full product details, please visit:


About Sony Middle East and Africa:

Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, Mobile Electronics (Car Audio), broadcasting and professional products and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners. 274 accredited third party service centers reinforce Sony’s presence in key markets in the region.

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For media inquiries, please contact:

Sony Middle East and Africa FZE                                                  
Karima Karmouzi

Sr. Communications Manager- MEA