EA AND THE BRITISH RED CROSS TO OFFER AID IN SIMCITY

Guildford, UK. – September 17, 2013 – Electronic Arts Inc. and 10 National Red Cross Societies*, including the British Red Cross, today announced the first ever multi-country collaboration with 10 Red Cross societies from around the globe to enable SimCity™ players to provide assistance to real people impacted by real-world natural disasters just like they do for their Sims in-game. Players will draw parallels between the real world disaster response the Red Cross provides and what they will be able to do in-game. When a natural disaster strikes their in-game cities, players can supplement the available in-game emergency services with additional assistance from the Red Cross relief centres by purchasing the Red Cross branded digital content. This downloadable content will be available for £7.99; EA will give a minimum of 80%** of proceeds to the Red Cross.

The branded downloadable content includes a Red Cross Relief Centre and two vehicles that will travel around a player’s city in response to natural disasters. When a meteor strikes, an earthquake occurs or a tornado touches down, Red Cross tents will appear in various locations throughout a player’s city. Sims that would have been critically injured are instead cared for at the Red Cross tents. As the city recovers from the natural disaster, the tents will disappear. Each disappearing tent will then release 10 healthy Sims back into a city. Ambulances, fire trucks and police cars will protect a player’s city in addition to Red Cross services. This downloadable content will be available for £7.99.

“Collaborating with the Red Cross is a small way for EA to help others through our creative work,” said Patrick Buechner, GM of the Maxis Emeryville studio. “The content we created alongside the Red Cross not only gives aid to the Sims within our players’ cities, it also enables players to help real people who have suffered from disasters in the real world. After recouping our development costs, the remaining proceeds will go to the Red Cross to help support their work across the globe.”

“This creative partnership with SimCity will help us reach a new audience and raise awareness of the work of the Red Cross during real world disasters,  said Mark Astarita, Director of Fundraising at the British Red Cross “This will bring the Red Cross to life for gamers in an exciting and interactive way while raising vital funds to support our work helping people in crisis in the UK and overseas.”

This Red Cross set will be available for a year starting on September 17, 2013. Throughout this year-long campaign, EA will give eighty percent of the player’s payment (less applicable taxes) for the Red Cross downloadable content, with a minimum of $100,000, to support humanitarian services of the participating Red Cross National Societies. To find out more about the SimCity and the Red Cross in-game content, please visit:  https://origin.com/en-gb/store/buy/182555/mac-pc-download/addon/simcity-red-cross-charity-pack

For more information about the Red Cross, please visit: www.redcross.org.uk

SimCity has been rated 3+ by PEGI and is currently available for PC and Mac. For more information regarding SimCity, please visit www.SimCity.com/en_GB Press assets for SimCity are available at www.info.ea.com.

*Participating National Red Cross Societies are The American Red Cross, The British Red Cross Society, The Danish Red Cross, The Finnish Red Cross, The French Red Cross, The German Red Cross, The Italian Red Cross, The Norwegian Red Cross, The Spanish Red Cross, and The Swedish Red Cross.  

** EA’s agreement with the Red Cross gives the participating National Societies a minimum of eighty percent (80%) of EA’s proceeds (less applicable taxes) from all sales of this new in-game Red Cross branded content during the promotion.

About Maxis

Maxis, originally founded in 1987, and now an Electronic Arts label with studios in Emeryville, Redwood Shores, and Salt Lake City, has created some of the world’s most popular franchises including SimCity, Spore™, and The Sims™, one of the best selling franchises in gaming history.  Maxis games exemplify deep simulations that encourage player-driven creativity while delivering unique genre-defining style of gameplay.

About Electronic Arts

Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company delivers games, content and online services for Internet-connected consoles, personal computers, mobile phones, tablets and social networks. EA has more than 275 million registered players and operates in 75 countries.

In fiscal 2012, EA posted GAAP net revenue of $4.1 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality blockbuster brands such as The Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield™ and Mass Effect™. More information about EA is available at http://info.ea.com.

SimCity, Spore, The Sims and Need for Speed are trademarks of Electronic Arts Inc. Mass Effect is a trademark of EA International (Studio and Publishing) Ltd.  Battlefield is a trademark of EA Digital Illusions CE AB. John Madden, NFL and FIFA are the property of their respective owners and used with permission. Mac is a trademark of Apple Inc., registered in the U.S. and other countries. All other trademarks are the property of their respective owners.

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About the British Red Cross

The British Red Cross helps people in crisis, whoever and wherever they are. We are part of a global voluntary network, responding to conflicts, natural disasters and individual emergencies. We enable vulnerable people in the UK and abroad to prepare for and withstand emergencies in their own communities. When the crisis is over, we help them to recover and move on with their lives. For more information please visit: www.redcross.org.uk 

 


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