Battlefield Heroes Leads the Way for EA´s New ´Play 4 Free´ Business Model

At the Digital, Life, Design Conference (DLD) in Munich,
Electronic Arts Inc. (NASDAQ: ERTS) today unveiled Battlefield
Heroes(TM), an all-new Play 4 Free cartoon-style shooter that will
bring classic Battlefield gameplay to an all new mass audience.
Available for download at www.battlefield-heroes.com this summer,
Battlefield Heroes is EA´s first title that is offered completely for
free, and features a built-in matchmaking system to ensure that
players of equal skill are paired together for fair play. Developed by
DICE in Stockholm, Battlefield Heroes is leading EA´s new web-focused
free to download, free to play business model which generates revenue
through advertising and micro-transactions. With zero barriers to
entry, now anyone can be a hero on the battlefield!

"Online gaming garners a massive audience," said Gerhard Florin,
EVP Publishing Americas-Europe at EA. "People want to play games in
new ways, with easier access that is quick to the fun. With
Battlefield Heroes, EA brings its first major franchise to North
America and Europe with a new distribution model and pricing structure
adapted to the evolving way that people play."

Battlefield Heroes is a brand new game from the team behind
Battlefield 1942(TM) and Battlefield 2(TM). Its fun cartoon-style
graphics and gameplay caters to players of all skill levels. It is
easy to pick up and play but with robust character customization and a
deep online meta-game, gamers can spend hours building up their
characters and conquering the world.

"We put a different twist on this Battlefield game going with the
cartoon-style graphics and gameplay," added Ben Cousins, Senior
Producer at EA DICE. "There´s something here for all types of players
-- be it our core Battlefield fans or casual gamers. With the new
online model, we will continually add new content to keep the game
fresh and keep players engaged, while integrating player feedback in
real time. As a game developer, it is such a cool new way to make
games."

Battlefield Heroes will be released for the PC as a free download
in summer 2008. This product is not yet rated by PEGI or ESRB. For
more information on EA DICE, please visit www.dice.se or www.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 video game 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 2007, EA posted
revenue of $3.09 billion and had 24 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.

EA, EA SPORTS, EA SPORTS BIG and POGO are trademarks or registered
trademarks of Electronic Arts Inc. in the U.S. and/or other countries.
Battlefield Heroes, Battlefield 2 and Battlefield 1942 are trademarks
or registered trademarks of EA Digital Illusions CE AB. All other
trademarks are the property of their respective owners.