LONDON, UK– October 24, 2008– EA Mobile™, a division of Electronic Arts Inc. (NASDAQ:ERTS) today announced that EA’s Need for Speed™ Undercover has been chosen by Vodafone as its flagship‘Hero Game’ for Europe this autumn. The latest title in EA’s hugely successful racing franchise, Need for Speed Undercover will be released simultaneously across Europe in November, supported by advertising and co-promotion to drive mass market awareness and sales.
Vodafone’s Hero Game programme aims to launch market-leading titles across Europe, maximising the co-marketing synergies brought by local operating companies, IP owners and retail channels.
“We are delighted to be working with EA Mobile to promote Need for Speed Undercover as our new Hero Game title for Europe,” says Suresh Sudera, Head of Games at Vodafone Group.” The strength of the Need for Speed franchise and the mobile gameplay Need for Speed Undercover delivers are the right ingredients to make this title a big hit with our customers.”
Tim Harrison, Marketing Director Europe, EA Mobile, added:“Vodafone’s Hero Game programme is an important initiative and demonstrates how operators and publishers can work together to raise public awareness and grow the market for mobile gaming. We’re thrilled that Vodafone has chosen Need for Speed Undercover as its latest Hero Game, and look forward to jointly promoting the title to a huge audience across Europe.”
Need for Speed Undercover is the latest title in the world’s biggest selling console racing series of all time, combining the thrill of speed and open world racing that is more accessible than ever before. Wrapped in an on-the-edge-of-your-seat live action storyline, Need for Speed Undercover on mobile features up to eight fully tunable cars including the Porsche 911 and Nissan GT-R and multiple race types including Circuit, Sprint, Speed Camera, Highway Battle and Bounty. In-game driving dynamics allow them to avoid traffic at busy junctions in slow motion mode, earn points for stylish drifting or slipstream to overtake the competition.
Need for Speed Undercover will be available from Vodafone across Europe from 14th November 2008.
*Source: EU– Chart-Track, Gfk, EA internal estimate; NA - NPD
Contacts: Guy McGerr
Weber Shandwick for EA Mobile
+44 (0)20 7067 0337
EA Casual Entertainment
+44 (0)1483 463664
About EA Mobile
EA Mobile™, a division of EA’s Casual Entertainment Label, is the world’s leading wireless entertainment publisher with award-winning games such as Tetris®, Bejeweled®, The Sims, and Need For Speed. The EA Mobile portfolio also includes casual games based on the company’s partnership with Hasbro, Inc. including MONOPOLY, YAHTZEE and SCRABBLE (in the U.S. and Canada) as well as sports blockbusters from the EA SPORTS™ brand, including Madden NFL Football, FIFA Soccer and NASCAR®. EA Mobile develops games for multiple mobile platforms including mobile phones, smartphones, the iPhone and iPod. For more information about EA Mobile, please visit www.eamobile.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™, EA™, EA SPORTS Freestyle™ and POGO™. In fiscal 2008, EA posted GAAP net revenue of $3.67 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.
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