EA’S NEED FOR SPEED WORLD TO FEATURE DOLBY AXON CHAT TECHNOLOGY

Guildford, UK– September 3, 2010– Black Box, an Electronic Arts Inc. studio (NASDAQ:ERTS), and Dolby Laboratories (NYSE:DLB) today announced that Need for Speed TM World, the massively multiplayer online action racing game will incorporate Dolby Axon voice chat technology before the holiday. Need for Speed World combines the rush of illicit street racing, deep RPG style progression and vehicle customisation into an immersive, socially-connected Need for Speed experience.

“In Need for Speed World, we’re able to continually update the game with new technology to provide the best MMO racing for our players,” said Stephane Grefford, Producer, Need for Speed World.“Working with Dolby, we can give gamers a seamless channel of communication for them to collaborate together to become the top racer. We’re excited to be the first title in North America to incorporate Dolby Axon to help enhance our player’s overall racing experience.”

“Dolby Axon helps ensure that communication among team members happens clearly and quickly when racing at over 100 miles an hour in Need for Speed World,” said Matt Tullis, Marketing Director, Games, Dolby Laboratories.“We’re really excited to be working closely with EA in bringing a new level of voice chat to their game.”

By integrating Dolby Axon into online game titles, game developers can provide players a new level of online gaming:

    <*>Improved audio chain processing (noise suppression, echo suppression) for clear voice communication. <*>Surround sound voice chat over stereo headsets, stereo speakers, and 5.1 playback systems to deliver realistic and exciting game-communication with teammates. <*>Compatibility with any stereo headset, enabling gamers to experience clear, crisp voice quality without specialized equipment.

Need for Speed World is being developed by Black Box, an Electronic Arts studio and is available on the PC. More information and details on the game can be found at world.needforspeed.com or follow us on Twitter at NeedforSpeed. Press can download assets at www.eagames.co.uk/press.

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 SPORTSTM, EATM, EA Mobile TM and POGOTM. In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is www.electronicarts.co.uk. . More information about EA's products and full text of press releases can be found on the Internet at www.eagames.co.uk/press.

EA, EA SPORTS, EA Mobile, POGO, and Need for Speed are trademarks of Electronic Arts Inc.

About Dolby Laboratories

Dolby Laboratories (NYSE:DLB) is the global leader in technologies that are essential elements in the best entertainment experiences. Founded in 1965 and best known for high-quality audio and surround sound, Dolby creates innovations that enrich entertainment at the movies, at home, or on the go. Visit www.dolby.com for more information.

Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. All other trademarks remain the property of their respective owners. S10/xxxxx DLB-G


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