Relevant and Creative In-Game Brand Integration Extols the Benefits
of IAMS Pet Products
REDWOOD CITY, Calif.--(BUSINESS WIRE)--
Electronic Arts Inc. (NASDAQ:ERTS) today announced a collaboration with
Procter and Gamble to feature IAMS® branded pet products in the launch
of the new The Sims 3 Pets PC Expansion Pack*. The integration
will allow players to utilize IAMS pet products in creative, fun and
purposeful ways that positively affect the gameplay experience.
With this brand integration campaign, players gain access to
numerous IAMS branded items to use in-game ranging from a pet bowl and a
smart chew toy to a comfortable dog house and an ergonomic pet bed. Each
item serves a specific function and has different effects on the game.
The ergonomic pet bed helps increase pets' energy, the smart chew toy
helps pets build their fun levels, while the IAMS pet bowl helps fill
pets' tummies faster, and the IAMS branded dog house positively impacts
pets' energy and comfort. Players will also gain access to decorative
IAMS items such as large bags of IAMS pet food and a veterinary
certificate to display proudly in their virtual homes. All of these
items are available for download today on The Sims 3 website at www.TheSims3.com.
"We aspired to work with a top-quality pet-food brand to partner on the
launch of The Sims 3 Pets, as it provides a natural gameplay feel
while also delighting The Sims community," said Steve Seabolt,
Vice President of Global Brand Partnerships at Electronic Arts. "Through
this great partnership, we were able to achieve this ground breaking
game integration with the IAMS brand."
"We are excited that IAMS will be a part of the new The Sims 3 Pets
Expansion Pack," said Michel Brousset, associate marketing director for
P&G's IAMS brand. "Now even virtual pets will experience the benefits of
IAMS products for a happy, healthy lifestyle."
The Sims 3 Pets brings excitement and surprise to Sims'
(characters unique to The Sims™) lives with pets! Players create
the perfect (or imperfect) pets for their Sims, from fierce guard dogs
to destructive kittens to trusty horses and more. Players will have the
ability to not only choose how a pet looks but also their personality
traits as well. With a variety of activities and social interactions
waiting to take place, players will take control of their Sims' pets and
explore new ways to "Play with Life".
To learn more about The Sims 3 Pets, please visit The
Sims 3 Pets website. For more information on advertising
opportunities within EA's digital entertainment properties, please
email: advertise@ea.com. For more
information on IAMS pet products, please visit the IAMS website at: http://www.iams.com/index
*Requires The Sims 3 base game to play
About Electronic Arts
Electronic Arts (NASDAQ:ERTS) is a global leader in digital interactive
entertainment. The Company's game franchises are offered as both
packaged goods products and online services delivered through
Internet-connected consoles, personal computers, mobile phones and
tablets. EA has more than 100 million registered players and operates in
75 countries.
In fiscal 2011, EA posted GAAP net revenue of $3.6 billion.
Headquartered in Redwood City, California, EA is recognized for
critically acclaimed, high-quality blockbuster franchises such as The
Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield, and Mass
Effect™. More information about EA is available at http://info.ea.com.
About The Sims
The Sims™ franchise, the groundbreaking game series that allows
players to create and live a virtual, simulated life on a computer,
celebrated its 10-year anniversary in 2010 and has sold more than 140
million units since its launch in February 2000. Now translated into 20
different languages and available in 60 different countries, The Sims
series has quickly become a universal gaming and cultural phenomenon.
Since its June 2009 launch, The Sims 3 has sold more than 10
million copies worldwide across multiple platforms and was the #1
best-selling PC title for 2009 in North America and Europe. Fan
intensity is evidenced through nearly 250 million downloads of
player-created content including: The Sims characters, houses,
stories and more. The Sims 3 community site, www.thesims3.com,
welcomes up to seven million unique visitors monthly, handles more than
240 content downloads every minute and more than 3.5 million uploads to
date, including 11 movies each hour. The Sims 3 YouTube Channel
is within the top 10 most-viewed sponsored channels of all time, with
more than 45 million video views. Visit The Sims 3 official
website to see what the players are creating at www.TheSims3.com
or the official YouTube Channel for The Sims at http://www.youtube.com/user/TheSims.
The Sims 3 is available for PC, Mac, iPhone®, iPod touch®, mobile
devices, PlayStation®3 computer entertainment system, Xbox 360®
videogame and entertainment system, Nintendo DS™, Wii™ and Nintendo 3DS™.
Join The Sims 3 Facebook or Twitter communities at www.facebook.com/thesims3
and www.twitter.com/thesims3.
In August, 2011, The Sims Social browser-based game launched on
Facebook and within one month garnered an impressive 50M monthly active
users and secured the #2 position on Appdata's chart of top Facebook
games. To play The Sims Social, visit www.facebook.com/TheSimsSocial.
About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around
the world with its portfolio of trusted, quality brands. The Company's
leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®,
Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head &
Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi
Pur®. With operations in about 80 countries, P&G brands are available in
more than 180 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.
The Sims and Need for Speed are trademarks of Electronic Arts Inc. Mass
Effect is a trademark of EA International (Studio and Publishing) Ltd.
John Madden, NFL and FIFA are the property of their respective owners
and used with permission. "PlayStation" is a registered trademark of
Sony Computer Entertainment Inc. Xbox and Xbox 360 are trademarks of
Microsoft group of companies and are used under license from Microsoft.
Wii, Nintendo DS and Nintendo 3DS are trademarks of Nintendo. iPhone and
iPod touch are trademarks of Apple Inc., registered in the U.S. and
other countries.
EA Play Label
Cindy Lum, 650-628-3835
PR Manager
clum@ea.com
or
Electronic
Arts
Denny Chiu, 650-628-9051
Manager — Corp Comm
dchiu@ea.com
Source: Electronic Arts Inc.
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