EA signs agreement to bring in-game dynamic advertising to select titles

Electronic Arts Inc. (NASDAQ: ERTS) today announced an agreement with IGA Worldwide Inc., a leading independent in-game advertising network, in a move to offer marketers new dynamic advertising possibilities in select EA franchises on a global basis. Through the agreement, a portfolio of EA games will be incorporated into IGA’s network. Financial terms of today’s agreement were not disclosed.

The initial EA title to incorporate dynamic in-game advertising via IGA is Battlefield 2142™, developed by DICE in Stockholm, Sweden. Fans of the franchise will see new, realistic brand presence integrated into contextually relevant game environments across the platforms and across the geographies where they play. At least two additional EA titles will offer dynamic ad serving capabilities through the course of the agreement with IGA.

“Consumers are increasingly gaming in deep, virtual worlds and advertisers need adapted ways to reach these audiences,” said Frank Sagnier, Vice President for Online and Strategic Relationships for EA in Europe. “The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format. We are continually looking at how to bring more connected experiences and services to consumers, and working with a network like IGA is a start to building this dimension of our business.”

“At IGA, we are establishing a global advertising network with the consumer reach to rival any cable channel, yet with the proven advantages of engagement, measurability and consistently hitting the demographic sweet spot,” said Justin Townsend, CEO for IGA Worldwide. “EA’s strategic commitment to the space is one that many leading advertisers have been waiting for, and no advertiser should even think about building a comprehensive marketing campaign without considering in-game advertising as a key component of their overall advertising spend.”   

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 SPORTSTM, EATM, EA SPORTS BIGTM and POGOTM. 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, and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S and/or other countries.  Battlefield 2142 is a trademark of Digital Illusions CE AB. All other trademarks are the property of their respective owners.

For further information please contact:
Tiffany Steckler at EA Europe
Tel: +41 22 316 1322  
Email: tsteckler@europeea.com

Download Link 1: EA-FINAL.doc

Download Link 2: IGAQA4ex.doc