SCEA boss Kaz Hirai is moving to Tokyo to take on the role of Sony Computer Entertainment president, with Jack Tretton replacing him and Ken Kutaragi set to become SCE chairman.
It's also been announced that David Reeves will take the title of deputy president of SCEI, whilst remaining in his position as CEO of Sony Computer Entertainment Europe. The moves are effective from tomorrow.
"Kutaragi will continue to oversee the entire SCE Group as chief executive officer, and will fully exercise his power to reinforce and further accelerate the development of the PlayStation business," Sony said in a statement.
"In his new capacity as President and Group COO of the entire SCE Group, [Hirai] will bring his strong leadership skills and experience to fulfill his responsibilities as head of operations worldwide."
Hirai joined SCEA in 1995 and was responsible for introducing PlayStation, PS2 and PSP to the American market. His replacement, Jack Tretton, was formerly COO and executive vice president at SCEA.
"I am determined to build upon the momentum that Kaz and the entire SCEA staff has developed for the entire PlayStation family of products here in the US over the years," Tretton commented.
"Moving forward, we will remain focused on the continued market leadership of the PlayStation brand, driving consumer demand for the new PS3 and existing platforms such as PSP and PS2."
The reshuffle comes just weeks after PlayStation 3 launched in Japan and North America, under the direction of Ken Kutaragi. The console sold out within hours of hitting the shops in both territories. Sony has pledged to airlift new stocks in on a constant basis, and has yet to release official shipment figures.