Need for Speed World, SKATE 3 and The Sims 3 are First Titles to
Participate in Advertising Relationship that Extends and
Enhances Game Playing Experience
REDWOOD CITY, Calif., Sep 20, 2010 (BUSINESS WIRE) -- Electronic Arts Inc. (NASDAQ:ERTS) announced an advertising relationship
with T-Mobile USA, Inc. that delivers promotional content from several
leading EA titles, enabling consumers to download free* premium content
enhancing their game playing experience. The promotion is currently
intended to extend across three titles at launch - Need for Speed(TM)
World, SKATE(TM) 3 and The Sims(TM) 3 - with more titles
participating throughout the year.
"In this highly competitive media environment, T-Mobile recognized an
opportunity to reach a deeply engaged, loyal audience in a way that is
authentic, unobtrusive and enhances the game playing experience," said
Peter DeLuca, vice president of advertising, T-Mobile USA. "We're
excited about driving brand affinity by keeping gamers connected to
their favorite EA titles."
"T-Mobile and EA have had a great relationship for several years," said
Elizabeth Harz, Senior Vice President of EA's Global Media Sales
team."T-Mobile is incredibly innovative and is focused on helping busy
consumers connect with the people and experiences that enrich their
lives. This advertising relationship accomplishes both of those goals by
providing innovative brand experiences and extended gameplay."
How it Works:
Players Log onto http://t-mobile.ea.com/
to gain access to the content. The site prompts players to chose
their desired content and navigate to the download by entering the code
"GetConnected".
Promotional content currently available to download includes:
-
In Need for Speed World, players take driving to a whole new
level. T-Mobile provides a free car upgrade, offering consumers a
downloadable Mazda 3 without the usual in-game currency
needed. Upgrading vehicles from tier to tier helps users advance
throughout the game.
-
Downloadable content for EA's popular SKATE 3 includes a new
photo challenge as part of the T-Mobile Storefront Challenge. In the
challenge, skaters are required to hit the gap in front of the virtual
T-Mobile storefront.
-
In The Sims 3 on personal computers, players enjoy unexpected
moments of surprise and mischief and choose whether to fulfill their
Sims' destinies or not! With this promotion, players can download
lifestyle items from home furnishings to a new hairstyle which
represent their Sims characters. Additionally, a T-Mobile sponsored
music content pack can be downloaded, which provides free items to
enhance the cool factor for players of The Sims 3 with items
like a modern stereo and music t-shirts.
More games and enhancements will be announced throughout the year. Full
rules and regulations as well as download descriptions and product
details can be found at: http://t-mobile.ea.com/.
*In-game items require applicable EA game, applicable game system,
Internet connection and EA registration. Additional restrictions also
apply. See www.t-mobile.ea.com
for details.
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 SPORTSTM, EATM, EA MobileTM
and POGOTM. 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.
About T-Mobile USA, Inc.
Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless
operation of Deutsche Telekom AG. By the end of the second quarter of
2010, more than 130 million mobile customers were served by the mobile
communication segments of the Deutsche Telekom group -- 33.6 million by
T-Mobile USA -- all via a common technology platform based on GSM and
UMTS, the world's most widely used digital wireless standards. T-Mobile
USA's innovative wireless products and services help empower people to
connect to those who matter most. Multiple independent research studies
continue to rank T-Mobile among the highest in numerous regions
throughout the U.S. in wireless customer care and call quality. For more
information, please visit http://www.T-Mobile.com.
T-Mobile is a federally registered trademark of Deutsche Telekom AG.
EA, EA SPORTS, EA Mobile, POGO, Skate, The Sims and Need for Speed are
trademarks of Electronic Arts Inc.
SOURCE: Electronic Arts Inc.
EA Corporate Communications
Holly Rockwood, 650-628-7323
hrockwood@ea.com
Copyright Business Wire 2010