Sony’s just announced a region-wide management shakeup that sees Kaz Hirai of ‘Riiiiidge Raaaacer’ fame as the chairman of Sony Computer Entertainment Interactive. Andrew House, formerly president of SCEE, has took over Hirai’s previous role as President and Group CEO of SCEI. The newly appointed positions take effect on September 1.

Hirai’s official title is Representative Corporate Executive Officer and Executive Deputy President, Sony Corporation, and President of Consumer Products & Services Group (CPSG). Fancy.

The current chairman – Akira Sato – will retire on August 31. Additionally, PlayStation father Ken Kutaragi has retired from his role as Honorary Chairman of SCEI.

Filling in the shoes of House is Jim Ryan, who currently serves as executive VP and co-COO of SCEE.

“In fiscal 2010, we achieved profitability for the first time in five years as a result of group-wide united efforts, including continuous cost reduction for PS3 in which I first took the initiative after assuming President of SCEI in December 2006,” said Hirai.

He added, “We are facing new challenges this year, such as the successful launch of PlayStation Vita and further growth of PS3 platform as well as expansion of nongaming business. I”m confident that the skills and expertise Andy has gained over two decades working for Sony and SCE Group will contribute enormously in leading the PlayStation business and to bring new initiatives in managing the business in the networked era.”

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