EA AND GAME LAUNCH NEED FOR SPEED SHIFT UK CHAMPIONSHIPS

Guildford, UK– August 27, 2009– Electronic Arts has teamed up with retailer GAME to create the ultimate videogame driving challenge: the Need For Speed™ SHIFT UK Championships. Starting on August 28, gamers will be able to put their racing skills to the test as they compete in GAME stores across the UK to post the fastest lap times on new video game Need for Speed SHIFT, the latest edition of EA Games’ renowned Need for Speed series.

Heats will take place at 49 GAME stores, with the fastest winners going on to face off in a final set of time trials to be held at Thorpe Park, Surrey, on September 26th.

The 49 finalists will then compete to set a quick lap time worthy of being crowned the Need for Speed SHIFT UK Champion, with the winner receiving the keys to a brand new Nissan 350Z GT sports car. There will also be a host of other spot prizes for participants in individual stores.

“With Need for Speed SHIFT, we set out to create a racing game that pushes the genre and delivers something never before seen in a Need for Speed title,” said Stuart Lang, EA UK Marketing Director.“By focusing on the driver’s experience through the first-person view, we are able to capture the high-speed intensity and gripping emotions of racing. This contest will allow thousands of gamers across the UK to experience that feeling and reward them for their skill.”

Martyn Gibbs, Customer and Brand Director at GAME, said:“This is a great chance for GAME customers to come in store and try an exciting new game before it’s released. The gameplay is fast and incredibly realistic. Lots of budding racers are going to be really excited to come in and test their racing skills against other racers around the country. And to top it all, the prize is amazing. It’s another example of GAME going the extra mile for customers.”

Players are thrust into the loud, intense, and athletic experience of racing a car from the driver’s perspective through the combination of perception based G-forces, the hyper reality of the cockpit view, and the all-new brutally disorienting crash dynamic. Need for Speed SHIFT features an accurate, accessible physics-based driving model that allows you to feel every impact, every change of track surface and every last bit of grip as you push yourself to the edge.

Need for Speed SHIFT will be released on PLAYSTATION®3 computer entertainment system, Xbox 360® video game and entertainment system, PC and PSP® (PlayStation® Portable) in fall 2009. More information can be found at www.needforspeed.com. Press can download assets at http://info.ea.com

-ENDS-

For further information contact Tom Winterton or Tony Harding at Shine Communications:

tom.winterton@shinecom.com 020 7841 7074

tony.harding@shinecom.com 020 7841 7096

Notes To Editors:

The Need For Speed: Shift UK Championship tour will visit the following GAME stores:

LONDON and SOUTH EAST

Tunbridge Wells, Royal Victoria Place– 28th August

Maidstone, Week St.– 29th August

Bluewater, Upper Rose Gallery– 30th August

Thurrock, Lakeside– 31th August

Chelmsford, Exchange Way– 4th September

Ilford, Exchange Shopping Centre– 5th September

Romford, Liberty 2 Centre– 6th September

Chatham, Pentagon Centre– 11th September

Bromley, The Glades– 12th September

Beckton, Gallions Reach– 13th September

London Oxford St, Oxford St– 18th September

Brent X, Brent X– 19th September

Walthamstow, Walthamstow– 20th September

SOUTH

Plymouth, New George Street– 28th August

Taunton, Fore Street– 29th August

Cardiff, Queen Street– 30th August

Carmathen, Greyfriars– 31st August

Bedford, Midland Road– 4th September

Luton, Arndale Centre– 5th September

Slough, Queensmere Centre– 6th September

Basingstoke, Festival Place– 18th September

Reading, The Oracle– 19th September

Swindon, Regent Street– 20th September

MIDLANDS

Banbury, Castle Centre– 28th August

Coventry, Arena Park– 29th August

Merry Hill 123, Brierly Hill– 30th August

Merry Hill 217, Merry Hill Shopping Centre– 31st August

Walsall, Park St– 4th September

Wolverhampton, Dudley Street– 5th September

Chesterfield, Vicar St– 6th September

Hanley, The Potteries– 11th September

Telford, Telford Shopping Centre– 12th September

Lichfield, Spires Shopping Centre– 13th September

Nottingham 2 569, Victoria Shopping Centre– 18th September

Nottingham 1 524, Listergate– 19th September

Sheffield Meadowhall, Meadowhall– 20th September

NORTH

Fort Kinnaird, Edinburgh, Kinnard Shopping– 28th August

The Fort, Glasgow, Provan Walk– 29th August

Braehead, Glasgow, Braehead– 30th August

Silverburn, Glasgow, Silverburn– 31st August

Burnley, James Street– 4th September

Stockport, Princes Street– 5th September

Ashton Under Lyme, The Arcade– 6th September

Bradford, Darley Street– 11th September

Trafford 144, Manchester, Trafford Centre– 12th September

Manchester 231 The Fort, The Fort– 13th September

Manchester 502 Arndale, Arndale Centre– 18th September

Middlesborough, Linthorpe Road– 19th September

Metro Centre, Gateshead– 20th September

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About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTSTM, EATM, EA SPORTS Freestyle TM and POGOTM. In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 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 Mobile, POGO and Need for Speed are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries.


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