BRAVIA XR X90J TV and PlayStation 5

Sony offers out €100 PlayStation™Store digital codes to eligible BRAVIA XR TV buyers

07 Oct, 2021

Eligible purchasers of BRAVIA XR TVs in twenty European countries will be able to claim a €100 PlayStation™Store digital code[i]

Sony Europe B.V. is rolling out a customer promotion in partnership with Sony Interactive Entertainment (SIE) in twenty European countries (The United Kingdom, France, Germany, Italy, Spain, Portugal, The Netherlands, Belgium, Switzerland, Austria, Poland, Greece, Romania, Czech Republic, Slovakia, Hungary, Denmark, Norway, Sweden and Finland) with eligible purchasers of the world’s first cognitive intelligence BRAVIA XR TVs[ii] being able to claim PlayStation™Store digital codes worth €100 (or an equivalent in the local currency.) The offer applies to all purchases made at the participating retailers during the promotional period.

BRAVIA XR TVs deliver stunningly realistic pictures full of vibrant colours and eye-catching contrast, complemented by unique Sound-from-Picture Reality™ that puts you right in the heart of the action whether you’re playing a game or watching a movie. They are ideal for gaming, bringing true-to-life colour and detail, fast response time and immersive sound along with the support of multiple HDMI 2.1 features. Also, with input lag as low as 6.0ms[iii] on the Z9J models, you’ll achieve extraordinary smoothness and responsiveness in shooting, sports and high-performance games with instant on-screen action.

Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the televisions use a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear. When we see objects, we unconsciously focus on certain points. Cognitive Processor XR, powered by cognitive intelligence, divides the screen into numerous zones and detects where the ‘focal point’ is in the picture. While conventional Artificial Intelligence (AI) can only detect and analyse picture elements like colour, contrast and detail individually, the new Cognitive Processor XR can cross-analyse an array of elements at once, just as our brains do. By doing so, all elements are adjusted in conjunction with each other for best final outcome, so everything in the scene is synchronised and lifelike – something that conventional AI cannot achieve.

Cognitive Processor XR can also analyse sound position in the signal so the sound matches precisely with what’s on the screen. In addition, it upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape. It learns, analyses and understands unprecedented amounts of data and intelligently optimises every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered.

For more on BRAVIA XR TVs, please visit

More on the BRAVIA XR and PlayStation Store digital code promotion:

“PlayStation Family mark”, “PlayStation” and “PlayStation Shapes Logo” are trademarks or registered trademarks of Sony Interactive Entertainment Inc.

[i] Promotion dates vary by country. Terms and conditions, eligible TV models, participating retailers and redemption instructions are available here:

[ii] Including a processor that cross-analyses multiple picture elements combined with focal points; recreating human perspective. As of October 7th 2021 no other brand has specifically claimed such cognitive intelligence for their TV processor. Verified by Strategy Analytics.

[iii] Input lag time measured with Z9J via 4K 120fps game HDMI input based on internal testing conditions and may differ by model, real-time usage environment or specific conditions. Input lag time measured with A90J/A80J/X95J/X90J is 8.5ms, and 7.2ms with X85J in the same testing conditions.

About Sony Corporation

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the vision of “continuing to deliver Kando and Anshin to people and society across the world through the pursuit of technology and new challenges,” Sony will create products and services in areas such as home entertainment & sound, imaging, and mobile communications.

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* Both Japanese words, Kando means emotion and Anshin has various meanings such as peace of mind, reassurance, reliability and trust.

About Sony Europe B.V.

Sony Europe B.V. is a subsidiary of Sony Corporation and is headquartered in UK. We drive Sony’s leading Entertainment, Technology & Services business for consumer and professional markets, as well as Imaging & Sensing Solutions business across Europe. From R&D and engineering, design, to sales, marketing, distribution and customer service, we work to deliver Sony’s purpose to fill the world with emotion through the power of creativity and technology.

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