Global Icon to Endorse New Interactive Fitness Program in Europe and
Australia
GENEVA, Aug 17, 2010 (BUSINESS WIRE) -- Today, EA
SPORTS(TM), a label of Electronic Arts Inc. (NASDAQ:ERTS), announced
the signing of global football superstar David Beckham as brand
ambassador for EA
SPORTS Active 2, an innovative line of interactive
fitness products that feature personalized, customizable workouts.
Beckham will act as the franchise spokesperson and will be featured in
advertising and retail material across Europe and Australia. EA
SPORTS Active 2 focuses on improving muscular strength, endurance
and flexibility, as well as improving cardio; it will combine a heart
rate monitor and motion tracking data to deliver a fitness experience
that achieves authentic, measurable results. EA SPORTS Active 2
will be available on Kinect(TM) for Xbox 360(R) video game and entertainment
system from Microsoft, PlayStation(R)3, Wii(TM), iPhone(R) and iPod touch(R) in
Europe and Australia on November 19.
"David has always worked hard to stay in excellent shape and has
inspired people around the world to make fitness a priority," says Jens
Uwe Intat, Senior Vice President & GM of European Publishing, EA. "We're
excited about this collaboration with David as the high value he places
on fitness makes him a perfect fit for EA SPORTS Active 2. We are
looking forward to working with him to motivate people everywhere to get
active."
"EA SPORTS Active is impressive and includes many elements that I have
seen throughout my football career," says David Beckham. "I'm excited to
collaborate with EA SPORTS who have a great track record in developing
authentic and credible sports products and games over the years."
EA SPORTS Active 2 will ship with the Total Body Tracking
system that combines a heart rate monitor and motion tracking data
to ensure a workout with accurate tracking and measurable results. Using
heart rate data that is displayed on-screen throughout the workout,
users will be able to capture the intensity of their workout, allowing
them to optimize their performance and reach their fitness goals
quicker. Additionally, users will now also be able to track both their
workout and heart rate data on the new EA SPORTS Active 2 online*
hub; allowing users to track their progress over time and stay
motivated. Motion tracking data will provide complete freedom of motion
for a deeper workout experience. EA SPORTS Active 2 will make
working out simple, effective and will go with you wherever you are.
EA SPORTS Active is currently the number one rated interactive
fitness program for the Wii on the market**. EA SPORTS Active 2 is
in development at EA Canada in Vancouver and is rated "E" by the ESRB,
"0" by USK and "3" by PEGI, it has an MRSP of EUR 99, £79, $99.95 USD and
$149 AUD. For more information please visit www.easportsactive.com.
Media can find photos of the product mentioned here at http://info.ea.com.
EA SPORTS(TM) is one of the leading sports entertainment brands in the
world, with top-selling videogame franchises, award-winning interactive
technology, global videogame competitions and breakthrough digital
experiences. EA SPORTS delivers experiences that ignite the emotions of
sport through industry-leading sports simulation videogames, including Madden
NFL football, FIFA Soccer, NHL(R) hockey, NBA ELITE
basketball, NCAA(R) Football and NCAA Basketball, Fight
Night boxing, EA SPORTS MMA and Tiger Woods PGA TOUR(R)
golf, and EA SPORTS Active.
For more information about EA SPORTS, including news, video, blogs,
forums and game apps, please visit www.easports.com
to connect, share and compete.
* Internet connection and EA account required
** According to Metacritic.com, August, 2010
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.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.
This product is not a medical device and not intended to affect the
structure or function of the human body beyond such affects normally
associated with general fitness equipment and is not intended for use in
the diagnosis, cure, mitigation, treatment, or prevention of any disease.
EA, EA SPORTS, EA SPORTS Active, EA Mobile and POGO are trademarks of
Electronic Arts Inc. All NFL-related trademarks are trademarks of the
National Football League. PlayStation is a registered trademark of Sony
Computer Entertainment Inc. Xbox, Xbox 360 and Kinect for Xbox 360 are
trademarks of the Microsoft group of companies. Wii is a trademark of
Nintendo. iPhone and iPod touch are a trademark of Apple Inc.,
registered in the U.S. and other countries. John Madden, NHL, NBA, NCAA,
Tiger Woods and PGA TOUR are trademarks of their respective owners and
used with permission. All other trademarks are the property of their
respective owners.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6399103&lang=en
SOURCE: Electronic Arts Inc.
Electronic Arts Inc.
Maik Matischak, +41 22 3161317
Sr. International PR Manager
mmatischak@ea.com
Jen Riley, 604-456-5081
PR Director
jriley@ea.com
David Tinson, 650-628-5189
VP, Communications
dtinson@ea.com
Copyright Business Wire 2010