Players Treated to Green Virtual Gifts in the Facebook Version of the
World's Favorite Family Game Brand
REDWOOD SHORES, Calif.--(BUSINESS WIRE)--
Electronic Arts Inc. (NASDAQ:ERTS) today announced a 12-month
partnership with Toyota Motor Sales, USA, Inc. that features the Toyota
Prius and Toyota Prius Eco-Greenhouse as giftable virtual items within MONOPOLY
Millionaires. MONOPOLY Millionaires is the first free-to-play
social gaming version of the world's favorite family game brand from
Hasbro. MONOPOLY Millionaires can be played on Facebook at www.facebook.com/monopolymillionaires.
MONOPOLY Millionaires takes the MONOPOLY brand into the world of
social media. Now, Toyota has offered Toyota-branded virtual gifts to
the players of the game. The integration of the Toyota Prius and Toyota
Prius Eco-Greenhouse represent a re-imagining of the original game
pieces featured in the beloved board game. As players navigate their way
around the MONOPOLY Millionaires game they can express their
commitment to the environment by collecting and displaying the Toyota
Prius mover and Toyota Prius Eco-Greenhouse.
"MONOPOLY and Toyota are two iconic brands and I'm delighted to
help bring them together," said Joy Taylor, Global Director, Marketing
Solutions at Electronic Arts. "Toyota, and Prius in particular, has a
huge, devoted following that will get genuine value out of this
partnership. We're connecting one of the world's most loved cars, with
one of the world's most loved games, on the world's largest social media
platform. It's very exciting."
"We're excited to continue our successful partnership with EA through
the MONOPOLY Millionaires game platform," said Kim Kyaw,
senior media strategist for Toyota. "The Toyota in-game experience
allows us to tap into consumers' memories of Hasbro's iconic MONOPOLY
game while broadening the reach and appeal of Prius to all ages and
lifestyles. The social nature of MONOPOLY Millionaires on
Facebook will help us achieve that."
Released by EA in February 2011, MONOPOLY Millionaires was the
fastest growing Facebook game during the weeks of March 7 and March 14,
and had a 472% increase in players from March 1 to April 1, 2011,
according to AppData.
MONOPOLY Millionaires has been designed specifically for the
world of social gaming to encourage players to continually engage and
play with their friends. The Toyota Prius mover and Toyota Prius
Eco-Greenhouse may be gifted by players to their Facebook friends and
family. Players can upgrade the Toyota Prius Eco-Greenhouse by
collecting various Green property cards.
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.
About Hasbro
Hasbro, Inc. is a worldwide leader in children's and family leisure time
products and services with a rich portfolio of brands and entertainment
properties that provides some of the highest quality and most
recognizable play and recreational experiences in the world. As a
brand-driven, consumer-focused global company, Hasbro brings to market a
range of toys, games and licensed products, from traditional to
high-tech and digital, under such powerful brand names as TRANSFORMERS,
PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS
OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com.
© 2010 Hasbro, All Rights Reserved.
About Toyota Motor Sales, U.S.A., Inc.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales,
distribution and customer service arm of Toyota, Lexus and Scion.
Established in 1957, TMS markets products and services through a network
of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than
1.76 million vehicles in 2010. Toyota directly employs nearly 30,000
people in the U.S. and its investment here is currently valued at more
than $18 billion. For more information about Toyota, visit www.toyota.com
or www.toyotanewsroom.com.
EA, EA SPORTS, EA Mobile and POGO are trademarks of Electronic Arts Inc.
MONOPOLY is a trademark of Hasbro and used with permission. Facebook is
a registered trademark of Facebook, Inc. All other trademarks are the
property of their respective owners
Playfish
Tom Sarris, 415-578-3194
Director of Global
Communications
Tom.Sarris@playfish.com
or
Electronic
Arts
Denny Chiu, 650-628-9051
Manager — Corp Comm
dchiu@ea.com
or
Saatchi
& Saatchi LA (for Toyota)
Jaymie Robinson, 310-214-6033
Account
Executive
jaymie.robinson@saatchila.com
Source: Electronic Arts Inc.
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