GUINNESS WORLD RECORDS® HONORS THE BEST OF VIDEO GAMING AT E3 2010

FOR IMMEDIATE RELEASE

LOS ANGELES - June 18, 2010 - Guinness World Records ® , the global authority on record-breaking achievements, traveled to the Electronic Entertainment Expo (E3) at the Los Angeles Convention Center to recognize the best of the video game industry. During the premier three-day tradeshow for computer and video game products, top interactive companies were officially honored for their record-breaking achievements by Guinness World Records 2010 Gamer's Edition Editor Gaz Deaves.

EA Sports held a presentation during "The EA Show" where Peter Moore, President of EA Sports, accepted records for the Best Selling Soccer Video Game Franchise (FIFA with more than 68 million copies sold), Earliest Console Sports MMO (NHL 09) and the Longest Running Sports Game Franchise (Madden NFL).

Microsoft executives were honored with the record for the Best-selling High-Definition Video Game Console for XBOX 360, which has sold an estimated of 40 million units as of March 31, 2010.

In addition, Sony's VP of Worldwide Studios, North America, Scott Rohde, accepted records for LittleBigPlanet with the Most user-generated levels (2,463,073), Uncharted 2 as the Best Selling PS3 platform game and MAG for the Most Players in a Console FPS with 256.

SEGA earned records for Most Critically Acclaimed Strategy RPG for the PS3 (Valkyria Chronicles) and First Fighter to Use 3D Polygon Graphics (Virtua Fighter). On hand to accept these awards were SEGA's Mike Hayes, CEO SEGA of Europe and SEGA of America, Darren Williams, Marketing Director, SEGA of America and Haruki Satomi, VP Digital SEGA of America.

Finally, Electronic Entertainment Design&Research accepted the record for Largest Database of Video Games Features, which features 26,598,645 objectively quantifiable data points.

E3 was not just about presenting records, but also breaking them too. Danny Johnson, gaming prodigy and record-holder for the Highest score for a single track on Guitar Hero III, set a new High Score on Guitar Hero 5 with a whopping 913,316 points at the Gamer Grub booth. These skills must run in the family because his brother Scott Johnson, age 17 earned the Highest Score on Guitar Hero 5 - Drums at the Immerz booth with a score of 1,759,000 points. Finally, the two brothers set the record for the Highest Co-op Score on Guitar Hero 5 - Drums and Guitar with 4,442,161 points.

"E3 is the place to see the best new games, products and ideas coming from the video game industry," said Gaz Deaves, Gaming Editor at Guinness World Records. "So it made perfect sense to honor these incredibly successful and presciently innovative companies at the trade show where everybody brings their 'A' game."

The Guinness World Records 2010 Gamer's Edition book is the go-to tome for all things video games, from records to trivia to interviews with industry bigwigs and more. The book is available now for $14.95. For more information, please visit: http://gamers.guinnessworldrecords.com.

About Guinness World Records

Guinness World Records is the universally recognized authority on record-breaking achievement. First published in 1955, the annual Guinness World Records book is published in more than 100 countries and 25 languages and is one of the highest-selling books under copyright of all time with more than 3 million copies sold annually across the globe. Guinness World Records celebrated its 50th anniversary edition in 2004, a year after the sale of its 100 millionth copy. Guinness World Records also annually publishes the Gamer's Edition; a records book devoted solely to the world of computer gaming and high score record achievements. The Guinness World Records website ( www.guinnessworldrecords.com) receives more than 11 million visitors a year. Guinness World Records is part of the Jim Pattison Group, one of Canada's largest privately owned companies which is a conglomerate of interests, including advertising, broadcasting, grocery stores and automotive retailing.

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FOR MORE INFORMATION AND/OR ARTWORK PLEASE CONTACT:

BENDER/HELPER IMPACT

Brian Reinert/ Shannon Swaggerty

212.689.6360

brian_reinert@bhimpact.com / Shannon_Swaggerty@bhimpact.com

GUINNESS WORLD RECORDS

US

Jamie Panas/ Sara Wilcox

718.513.7263

press@guinnessworldrecords.com

UK

Damian Field

press@guinnessworldrecords.com


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