Article: 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