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Twenty-two identical sealed boxes. One mobile game.

London, UK – August 14, 2008 – Today, Electronic Arts Inc (NASDAQ:ERTS) announced it has signed an agreement with UK production company Endemol for its market leading television property, Deal or No Deal. The agreement gives EA MobileTM, a division of EA’s Casual Entertainment Label, the rights to develop, market and publish brand new mobile games based on the Deal or No Deal TV series for the UK mobile market. The first game is scheduled to be released in November 2008.

Deal or No Deal first launched in the UK in October 2005 and has pervaded UK popular culture since then. The hugely popular show attracts average daily audiences of over 2.3 million on Channel 4 and the format has aired in over 80 countries worldwide. EA Mobile will build on the brand values that have created this success to develop games that deliver an experience that faithfully reflects the elements the fans love from the TV show – the contestants, the camaraderie and the nail-biting drama.

“We are excited to have the chance to work on one of the most successful TV properties of recent years,” said Javier Ferreira, VP of European Publishing, EA Mobile. “Deal or No Deal is a phenomenally successful programme, particularly in the UK, and we look forward to creating games that will bring the true spirit of the series to a new audience on mobile platforms.”

“At Endemol, we have been looking for a partner in the mobile space to help bring this phenomenal property to an even broader audience,” said Jurian van der Meer, Head of Products & Brand Exploitation, Endemol Digital Media. “We want to focus on our core strength, that of creating incredibly popular IP for a mass broadcast audience and work with global partners, such as EA Mobile, to take our TV proposition to new pervasive platforms.”

For more information on EA Mobile, please visit


About Endemol UK

Endemol UK is one of the largest independent production companies in Britain and annually produces over 6,000 hours of output. It incorporates a number of production brands including Brighter Pictures, Cheetah Television, Initial and Zeppotron. These four specialise in a range of genres including comedy, game shows, entertainment, specialist factual and scripted series.

Endemol UK is also a market leader in digital media and also incorporates, Endemol Gaming and Digital Studios - which specialise in digital content. In addition, the UK group has a 25% stake in digital entertainment producer and distributor MoMedia International Ltd and a 40% stake in Pure Grass Films.

The UK group’s credits include factual entertainment series Gok’s Fashion Fix (Channel 4), Supersize vs. Superskinny (Channel 4); Coleen’s Real Women (ITV2) and Ready Steady Cook (BBC Two); hit game shows Deal or No Deal (Channel 4), 1 vs. 100 (BBC ONE); Golden Balls (ITV1) and The Kids Are All Right (BBC ONE); reality blockbuster Big Brother (Channel 4; E4); and comedy series 8 Out Of 10 Cats (Channel 4), Would I Lie To You (BBC ONE) and Charlie Brooker’s Screen Wipe (BBC Four; BBC Two).

The company is also behind a growing portfolio of innovative multiplatform entertainment including Bebo’s groundbreaking online reality show, Gap Year; BBC THREE’s online and TV event Upstaged; O2’s first ever made-for-mobile drama, Cell; BBC online interactive drama Signs of Life and BBC THREE’s interactive comedy series The Wall.

Endemol UK is part of Endemol - a global leader in entertainment that comprises an international network of companies that spans over 20 countries on five continents.

Endemol is owned by a consortium consisting of Goldman Sachs Capital Partners, Mediaset Group and Cyrte Group. For more information, please visit

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 SPORTS Freestyle TM and POGOTM. 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

Electronic Arts, 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. All other trademarks are the property of their respective owners.

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