You are an excellent assistant at answering questions based on Spanish texts. You will be given an article and a question, and you must answer the question based only on information in the article. The response should be extracted from the context verbatim.

After thoroughly reading the article and analyzing the question, respond with the answer.

Title:
PlayStation_3

Context:
What's New was announced at Gamescom 2009 and was released on September 1, 2009, with PlayStation 3 system software 3.0. The feature was to replace the existing [Information Board], which displayed news from the PlayStation website associated with the user's region. The concept was developed further into a major PlayStation Network feature, which interacts with the [Status Indicator] to display a ticker of all content, excluding recently played content (currently in North America and Japan only).

Question:
At what event did Sony announce What's New?

Gamescom