EA SPORTS Virtual Playbook

ESPN TV broadcasts to include analysis illustrated by EA's game engines.

REDWOOD CITY, Calif. and BRISTOL, Conn. Sept. 5, 2008 EA SPORTS and ESPN are advancing media convergence and delivering a new enhancement to in-studio sports analysis with the debut of EA SPORTS Virtual Playbook, on ESPNs award-winning NFL programs. The new television technology, developed jointly by EA SPORTS and ESPN, delivers an augmented reality that allows ESPNs football analysts to interact with the virtual players from EA SPORTS video games and provide insight, education and analysis to fans about key football plays and techniques. EA SPORTS is a Label of Electronic Arts Inc. (NASDAQ: ERTS).

The two companies announced the launch of EA SPORTS Virtual Playbook today, and it will be integrated into ESPN's Sunday NFL Countdown, Monday Night Countdown and NFL Live shows. It will make its debut on the September 7th Sunday NFL Countdown and will be integrated into Monday NFL Countdown and NFL Live throughout the 2008 season. It may also be used at times in other ESPN television programs including SportsCenter, ESPNEWS and First Take.

EA SPORTS Virtual Playbook is born out of our deep football heritage at EA SPORTS and our drive to expand the impact of our innovative sports technologies beyond gaming, said Peter Moore, president of EA SPORTS. Telecast on ESPN, EA SPORTS Virtual Playbook marks the future of sports production by allowing television analysts to highlight, critique and dissect on-field action more intimately than ever before. EA SPORTS Virtual Playbook brings an entirely new level of excitement and realism to football analysis to ESPN viewers this NFL season.

John Skipper, executive vice president, content, ESPN, said, ESPNs technology, production and content teams have a long heritage of developing and implementing game-changing enhancements that have advanced the way fans engage with sports on television. With EA SPORTS Virtual Playbook weve been able to integrate EAs game technologies and assets into our studio programs like never before. It will again move the industry forward, while further connecting two media worlds important to fans.

Developed jointly by EA SPORTS Technology Licensing Group and ESPNs Emerging Technology group, EA SPORTS Virtual Playbook merges the depth and realism of EA SPORTS industry-leading graphics with the award-winning production, personalities and analysis of ESPNs programming. As fans tune into ESPNs NFL studio programming theyll find ESPNs commentators providing pre-game analysis of week one match-ups as if the teams lineups were playing on the set demonstrating defensive schemes, receiver sets or other scenarios with realistic players generated by EA SPORTS Virtual Playbook.

EA SPORTS Virtual Playbook is created using feeds from in-studio real-world cameras as well as an in-game camera that captures EA SPORTS in-game graphics depicting real game scenarios. The real-world studio and game images of virtual characters are combined to create the effect of augmented reality -- virtual players appearing in the studio alongside real life hosts and analysts. Both real and virtual people are able to move realistically around the studio set to demonstrate plays and scenarios. The system accommodates, and in fact is controlled by, the multiple real-world cameras that are typical in todays sports analysis television programs.

For the 2008 NFL season, commentators on ESPNs Sunday Countdown, Monday Night Countdown, NFL Live and other programs will use the EA SPORTS Virtual Playbook to analyze game matchups, demonstrate offensive and defensive schemes, and even highlight mismatches as if the players were alongside them in the studio.

In 2005, ESPN and Electronic Arts announced a 15-year integrated content and marketing agreement for ESPN media and personalities and EA SPORTS games that includes ESPN content integrated into multiple EA SPORTS titles and EA SPORTS content appearing across ESPN media platforms.

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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 TM , EA TM , EA SPORTS Freestyle TM and POGO TM . 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 More information about EA's products and full text of press releases can be found on the Internet at

EA, EA SPORTS, EA SPORTS Freestyle, and POGO are trademarks or registered trademarks of Electronic Arts Inc. in

the U.S and/or other countries.

About ESPN

ESPN, Inc. is the worlds leading multinational, multimedia sports entertainment company featuring a portfolio of over 50 multimedia sports assets. The company is comprised of six domestic television networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, ESPN Deportes, ESPNU), four High Definition simulcast services (ESPNHD, ESPN2HD, ESPNEWSHD and ESPNUHD), ESPN Regional Television, ESPN International (34 networks, syndication, radio, web sites), ESPN Radio,, ESPN The Magazine, ESPN Enterprises, ESPN PPV, ESPN Zones (sports-themed restaurants), and other growing new businesses including (Broadband), ESPN Mobile Properties, ESPN on Demand and ESPN Interactive.

Based in Bristol, Conn., ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company. The Hearst Corporation holds a 20 percent interest in ESPN.


David Tinson


Ph: 604-456-5167

Paul Melvin


Ph: 860.766.9581

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