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New Street Media engages Electronic Arts (EA) Pogo UK with new interactive TV game

EA Pogo UK advergame launches on PlayJam on 20 November 2006

London, 16 November 2006 - New Street Media, Europe's leading in-game advertising and advergame specialist, can today announce that Electronic Arts (EA) will be running a one-week advergame campaign on PlayJam from 20 November to increase awareness of Pogo, its online casual games service.

New Street Media who brokered the deal is responsible for all advertising and branded games on PlayJam, the most popular iTV games channel in the UK available on digital satellite and cable.

Maryam Bazargan, Managing Director at New Street Media said, "Advergames are becoming an increasingly popular way for brands to reach and engage their audiences. It's no longer about telling consumers about your product, but allowing them to engage with the brand."

Pogo UK has chosen to use PlayJam following the success of advergames such as those for CBBC, Yoplait, Warner Bros and the COI, on the channel. PlayJam's audience is very receptive to branded games with previous advergames receiving up to 500,000 gameplays in just one week - making PlayJam one of the most cost effective platforms to reach and engage a gaming audience. Pogo UK expects that this will drive an increased volume of traffic to the Pogo UK website.

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Notes to editors:

Images of the game play will be available on request.

About New Street Media:

New Street Media is the European leader in delivering in-game advertising, advergames, and branded content to advertisers across all platforms, including PC, console, mobile, web, iTV, and DVD, services include:

· Product placement & advertising within games

· Partnership marketing campaigns with entertainment properties

· Advergames

· Games based sales promotion campaigns

About PlayJam:

PlayJam was the first iTV games channel to launch in the UK, and has subsequently launched channels in the US and France. A selection of pay-to-play games are available to play on the channel, which changes weekly. PlayJam is available all digital and cable TV viewers (Sky, Telewest, and NTL).

About Electronic Arts and Pogo:

Electronic Arts Inc. (EA), headquartered in Redwood City California, is the worlds leading interactive entertainment software company. Founded in 1982 the company develops, publishes and distributes interactive software worldwide for the internet, personal computers and videogames Electronic Arts markets its products under four brand names, EA, EA SPORTS, EA SPORTS BIG and POGO.

Pogo is one of the largest online casual games destinations, with over 10 million players worldwide. Pogo UK launched in the summer of 2006 at WWW.UK.POGO.COM. With over 75 free Word, Puzzle, Arcade and Sports, Casino and Classic Card and Board games to play online, Pogo is your online place to take a break.

Electronic Arts, EA, EA SPORTS, EA SPORTS BIG and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the US and/or other countries. All rights reserved.

For further information please contact:

Caitlyn Granse, Liberty Communications

+44 (0)20 7751 44 44

Gareth Williams, Liberty Communications

+44 (0)20 7751 44 44

Mark Casey, Liberty Communications

+44 (0)20 7751 44 44

Maryam Bazargan, Managing Director, New Street Media Limited

Mobile: +44 7771 590 165

DD: +44 20 7549 1334

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