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Actors Kevin Dillon and Jerry Ferrara Star in EAa?s Need for Speed Hot Pursuit TV Ad Campaign

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^{Published in Science and Technology on Monday, November 1st 2010 at 20:01 GMT by Market Wire}  

LOS ANGELES--([ BUSINESS WIRE ])--Electronic Arts Inc. (NASDAQ:ERTS) today announced that the multi-million dollar global marketing campaign for Need for Speeda" Hot Pursuit will be anchored by an online and broadcast TV advertising campaign starring pop culture icons Kevin Dillon and Jerry Ferrara. The two actors play the roles of parking valets frustrated by their inability to hit the open road in the many exotic performance vehicles that pull up to the five-star hotel where they work. In the fiction of the campaign, these friends/frenemies can only live out their fantasies of reaching 200mph by playing Need for Speed Hot Pursuit and besting each othera™s top scores.

These witty and edgy commercials capture the rebelliousness of battling as a cop or a racer in Need for Speed Hot Pursuit. The first three of the five videos are now live on [ http://www.needforspeed.com ] and [ http://www.youtube.com/needforspeed ] with the final commercial being broadcast on major television networks throughout the holiday season beginning November 4, 2010.

A demo of Need for Speed Hot Pursuit is nowavailable for download on Xbox LIVEa" Marketplace and the PlayStation®Network.* The game will be available at retailers on November 16 in North America and on November 18 and 19 in Europe on the Xbox 360® videogame and entertainment system, PlayStation®3 computer entertainment system and PC. The Limited Edition can be pre-ordered now on all platforms to gain exclusive content at no extra cost, with participating retailers worldwide (while supplies last). Need for Speed Hot Pursuit will also be available on the Wiia" and is being developed by Exient.**

For more of the latest news and information on Need for Speed Hot Pursuit, please visit [ http://www.needforspeed.com ], alikea the game on Facebook at [ http://www.facebook.com/needforspeed ] and follow the game on Twitter [ http://www.twitter.com/needforspeed ].

* Demo ends on November 9, 2010

** Autolog not available on the Wii

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^TM, EA SPORTS^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.ea.com ]. More information about EA's products and full text of press releases can be found on the Internet at [ http://info.ea.com ].

EA, EA SPORTS, EA Mobile, POGO and Need for Speed are trademarks of Electronic Arts Inc. The names, designs, and logos of all products are the property of their respective owners and used by permission. Microsoft and Xbox 360 are trademarks of the Microsoft group of companies. "PlayStation" are registered trademarks of Sony Computer Entertainment Inc. Wii is a trademark of Nintendo. All other trademarks are the property of their respective owners.

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