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EA and Endemol Announce Creative Partnership for Virtual Me


    Electronic Arts (NASDAQ:ERTS), the world's leading interactive
    entertainment software company, and the Endemol group, a global leader
    in television and other audiovisual entertainment, today announced a
    creative partnership for the development of Virtual Me, a new digital
    entertainment concept that bridges the divide between traditional TV
    and videogames. The all-new online offering is being prepared to debut
    in Endemol's top-rated Big Brother.

    Virtual Me combines cutting edge avatar creation technology from
    EA with popular TV formats from Endemol to give consumers a
    breakthrough way to meet, compete and socialize in online digital
    worlds. Avatar creation takes a leap forward with a high performing,
    easy-to-use tool that creates astonishingly life-like cyber-clones,
    with uniquely customized appearances and identities.

    Want to be a pop star? A movie star? An action star? Virtual Me
    offers players the chance to participate in virtual versions of TV
    talent shows like Fame Academy and Operacion Triunfo, game shows like
    Deal Or No Deal and 1 vs 100 and to form real relationships with other
    virtual avatars on the web. VirtualMe.com, the home of the Virtual Me
    avatar creation system, will launch in the coming months.

    Peter Bazalgette, Chief Creative Officer, Endemol comments: "We're
    told that people are starting to spend more time online than they are
    watching TV. Both markets are now important and this has huge
    implications for content creators. Our opportunity with Electronic
    Arts is to develop ideas that fully embrace the way people are
    consuming entertainment today."

    Gerhard Florin, Executive Vice President and General Manager, EA
    International said, "With Virtual Me we are at the forefront of a new,
    hybrid form of entertainment that takes gaming beyond the console.
    Endemol is a great partner to help us bring together the best of TV
    and video games for an offering that can appeal to mass market
    audiences and change the face of entertainment."

    The two companies will create an integrated team to share
    expertise in their respective fields and develop entertainment formats
    and experiences for a wide range of platforms, including TV and
    online.

    Electronic Arts is the creator of some of the world's most
    successful video game franchises including FIFA Football, Need for
    Speed(TM), Harry Potter(TM) and The Sims(TM). Endemol's catalogue of
    TV formats includes international blockbusters such as Big Brother,
    Fear Factor and Deal or No Deal.

    Press release and Virtual Me illustrations can be found at
    http://info.ea.com.

    About Electronic Arts

    Electronic Arts Inc. (EA), headquartered in Redwood City,
    California, is the world's leading interactive entertainment software
    company. Founded in 1982, the company develops, publishes, and
    distributes interactive software worldwide for videogame systems,
    personal computers, cellular handsets and the Internet. Electronic
    Arts markets its products under four brand names: EA SPORTS(TM),
    EA(TM), EA SPORTS BIG(TM) and POGO(TM). In fiscal 2006, EA posted
    revenue of $2.95 billion and had 27 titles that sold more than one
    million copies. EA's homepage and online game site is www.ea.com. More
    information about EA's products and full text of press releases can be
    found on the Internet at http://info.ea.com.

    Electronic Arts, EA, EA SPORTS, EA SPORTS BIG, POGO, The Sims and
    Need for Speed are trademarks or registered trademarks of Electronic
    Arts Inc. in the U.S. and/or other countries. HARRY POTTER characters,
    names and related indicia are trademarks of and (C) Warner Bros.
    Entertainment Inc.

    About Endemol

    Endemol (Euronext:EML) is a global leader in television and other
    audiovisual entertainment. The company creates premium entertainment
    ideas and sells them to the world's leading broadcasters. Endemol
    produces these shows to the highest standards creating hits with
    strong brand value. Subsequently the company exploits the value of its
    brands across other media and communications platforms including
    mobile phones and the Internet.

    Endemol, with its head office in Hilversum, the Netherlands now
    has subsidiaries and joint ventures in 25 countries including The UK,
    the US, Spain, Italy, France, Germany and the Netherlands, as well as
    in Latin America, India, South Africa and Australia. Endemol is a
    publicly traded company on Eurolist by Euronext Amsterdam. For more
    information please visit www.endemol.com.