Dragon Age 2
EA cuts congestion by using giant lizards to deliver latest title.
Shoppers across the UK's high streets were shocked this week to see a procession of giant lizards delivering copies of a new videogame to retailers prior to its release.
The nine-foot long 'dragons' took copies of Dragon Age 2, released on Friday 11th March, to stores in medieval-style carts to ensure the safe delivery of the first batch of new games.
Dragon handler and expert Trevor Smith commented: "At nine-foot long and weighing around seven stones each, these giant reptiles were trained very carefully to ensure they could safely deliver the games to stores in time for its release this week.
"I think it definitely surprised a few passers-by to suddenly see such an unusual creature stalking the streets!"
Sophie Orlando from Dragon Age 2 publishers Electronic Arts added: "Dragon Age 2 is set to be a big release for this year and we wanted to ensure that the games reached their destination in a unique fashion - and what better way of protecting this game than by the nearest living animal to the fire-breathing dragons featured in the title."
Trevor Smith and his handlers at Animals Work have had over 20 years experience with water monitor lizards and have supplied the animals to the film and TV industry.
Dragon Age 2 is released on Friday 11th March and is available on the Playstation 3, Xbox 360 and PC.
For more information on Dragon Age 2 or copies of the game, please contact the EA press office on 0207 100 9999 or EA@mischiefpr.com, visit www.DragonAge.com or follow the game at twitter.com/dragonage.
Notes to Editors
No animals were harmed during this photoshoot.
Trevor Smith and his handlers at Animals Work have had over 20 years experience with water monitor lizards and have supplied the animals to the film and TV industry
About Dragon Age 2
Dragon Age 2 is the sequel to 2009's "RPG of the Year", featuring faster-paced action, striking new art direction and an updated method of storytelling that will allow gamers to experience the rise to power of one of the most important characters in the Dragon Age universe.
Dragon Age 2 thrusts players into the role of Hawke, a refugee who survives the destruction of his homeland and becomes the Champion of Kirkwall. The lore around Hawke's rise to power is shrouded in myth and rumour and is the driving force behind this all-new story spanning 10 years in the Dragon Age universe timeline. Players will uniquely experience how this legend unfolds by gathering the deadliest of allies, making tough moral choices, amassing fame and fortune, and sealing their place in history.
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS TM , EA TM , EA Mobile TM and POGO TM . 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.eagames.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.
This email has been scanned by the MessageLabs Email Security System.
For more information please visit http://www.messagelabs.com/email ______________________________________________________________________