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On July 2, 2012, Sony announced it was buying Gaikai, a cloud service to support its expansion into the cloud gaming realm. Sony paid a reported $380 million to acquire Gaikai. The Sony Ericsson Liquid Energy Logo, which was the hallmark logo used on Sony Mobile products up until the 2012 series of phones, was replaced with a new power button designed as the new signature hallmark to easily identify a Sony phone and this debuted with the 2013 series of Xperia mobile phones. The last phones to feature the Liquid Energy logo were the Sony Xperia T and Sony Xperia TX, and the first phones without featuring it were the Sony Xperia J and Sony Xperia V. Both were unveiled at the IFA 2012. At the 2013 Consumer Electronics Show the Sony Xperia Z and Sony Xperia ZL were announced, followed by the Sony Xperia Z1, unveiled during a press conference in IFA 2013, the Sony Xperia Z2 during the 2014 Mobile World Congress in Barcelona, Spain, and the Sony Xperia Z3 in IFA 2014.