EA Signs Agreement to Offer Dynamic In-Game Advertising on Xbox 360 and PC Titles; Agreement with Massive Provides In-Game Ad Solution for up to Four Titles

Electronic Arts Inc. (NASDAQ:ERTS) today announced an
agreement with Massive Incorporated, a leading network for video game
advertising, in a move that will offer to marketers on a global basis
new dynamic advertising opportunities across select EA franchises on
the Xbox 360(TM) video game and entertainment system from Microsoft.
A portfolio of EA games developed for the Xbox 360 and PC
worldwide will be incorporated into Massive's Video Game Network.
Massive is a wholly-owned subsidiary of Microsoft. Financial terms of
today's agreement were not disclosed.
The initial EA title to incorporate dynamically delivered in-game
advertising via Massive is Need for Speed (TM) Carbon, the newest
title from the best-selling Need For Speed franchise which was
developed at EA Black Box in Vancouver, British Columbia. Fans of the
franchise have seen static ads in the prior three titles and now will
see both static and dynamic brand presence integrated into the game
environments, across the platforms and across the geographies where
they play.
The dynamic execution allows for in-game advertising elements to
be updated and changed in real-time, keeping the advertising fresh and
relevant for gamers. EA's development teams work closely with Massive
to ensure that advertising is placed in areas that fit within the game
environment. Additional EA titles will offer dynamic ad serving
capabilities as a result of the strategic relationship with Massive.
"The agreement with Massive is a first step in a detailed strategy
for serving advertising in a seamless format that doesn't disrupt game
play," said Chip Lange, EA's vice president of online commerce. "In
places like a basketball court, football stadium or roadside in a
racing game, advertising is not only nice to have, but it's an
essential component to create the fiction of being there. This
agreement with Massive allows us to vary what relevant ads are served
to the game player."
"This is a great partnership," said Mitchell Davis, CEO of
Massive. "Dynamic advertising opportunities in top EA titles across
two platforms represents an unprecedented marketing opportunity for
advertisers to target the youth demographic in the most engaging
medium."
Massive offers advertisers the ability to reach and engage an
aggregated gaming audience in real-time. All forms of downloadable
media and advertising content can be contextually integrated into the
game environment, including image, audio, video and game object
formats.

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 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 and Need for
Speed are trademarks or registered trademarks of Electronic Arts Inc.
in the U.S and/or other countries. Xbox and Xbox 360 are either
registered trademarks or trademarks of Microsoft Corporation in the
United States and/or other countries. All other trademarks are the
property of their respective owners.