Ημερομηνία: 21/1/2008 12:05:00 μμ Περιοχή: Νέα Υόρκη ΗΠΑ Από: BW

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( BW)(CA-ELECTRONIC-ARTS)(ERTS) Battlefield Heroes Leads the Way for EA's New 'Play 4 Free' Business Model Unique Cartoon Shooter Introduces a New Way to Play Battlefield Business Editors/Entertainment Editors/Video Game Writers MUNICH, Germany--(BUSINESS WIRE)--Jan. 21, 2008--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 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 . 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. CONTACT: Electronic Arts Inc. Kelly Ekins, Publicist, 514-664-8143 kekins@ea.com Peter Nguyen, PR Manager, 650-628-3607 pnguyen@ea.com Tammy Schachter, Senior Director, 650-628-7223 tschachter@ea.com KEYWORD: CALIFORNIA GERMANY INTERNATIONAL EUROPE INDUSTRY KEYWORD: ELECTRONIC GAMES/MULTIMEDIA SOFTWARE COMPUTERS/ELECTRONICS ENTERTAINMENT PRODUCT SOURCE: Electronic Arts Inc. Copyright Business Wire 2008