BATTLEFIELD HEROES LEADS THE WAY FOR EA’S NEW

PLAY 4 FREE BUSINESS MODEL

Unique Cartoon Shooter Introduces a New Way to Play Battlefield

Munich, Germany, January 21, 2008 – At the Digital, Life, Design Conference (DLD) in Munich, Electronic Arts Inc., (NASDAQ: ERTS) today unveiled Battlefield Heroes™, an all-new Play 4 Free cartoon-style shooter that will bring classic Battlefield gameplay to an all new mass audience. Available for download at www.battlefield-heroes.com this summer, Battlefield Heroes is EA’s first title that is offered completely for free, and features a built-in matchmaking system to ensure that players of equal skill are paired together for fair play. Developed by DICE in Stockholm, Battlefield Heroes is leading EA’s new web-focused free to download, free to play business model which generates revenue through advertising and micro-transactions. With zero barriers to entry, now anyone can be a hero on the battlefield!

“Online gaming garners a massive audience,” said Gerhard Florin, EVP Publishing Americas-Europe at EA. “People want to play games in new ways, with easier access that is quick to the fun. With Battlefield Heroes, EA brings its first major franchise to North America and Europe with a new distribution model and pricing structure adapted to the evolving way that people play.”

Battlefield Heroes is a brand new game from the team behind Battlefield 1942™ and Battlefield 2™. It’s fun cartoon-style graphics and gameplay caters to players of all skill levels. It is easy to pick up and play but with robust character customization and a deep online meta-game, gamers can spend hours building up their characters and conquering the world.

“We put a different twist on this Battlefield game going with the cartoon-style graphics and gameplay,” added Ben Cousins, Senior Producer at EA DICE. “There’s something here for all types of players — be it our core Battlefield fans or casual gamers. With the new online model, we will continually add new content to keep the game fresh and keep players engaged, while integrating player feedback in real time. As a game developer, it is such a cool new way to make games.”

Battlefield Heroes will be released for the PC as a free download in summer 2008. This product is not yet rated by PEGI or ESRB. For more information on EA DICE, please visit www.dice.se or www.ea.com.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world’s leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA SPORTS BIG™ and POGO™. In fiscal 2007, EA posted revenue of $3.09 billion and had 24 titles that sold more than one million copies. 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 SPORTS BIG and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. Battlefield Heroes, Battlefield 2 and Battlefield 1942 are trademarks or registered trademarks of EA Digital Illusions CE AB. All other trademarks are the property of their respective owners.

• Community management team a lot larger than any other Battlefield game
  
• Game has "telemetry technology" that gives feedback on items people buy and how characters are setup
  
• Entire game is 3rd person so you can see the customizations your player has. Also allows you to see your player blown into the air. If 1st person is really wanted it can be changed over time.
  
• Assorted taunts and emotes
  
• Any abilities you have show at the bottom of the HUD
  
• No command rose like BF2
  
• Holding Q opens 6 panels each allows you to select a jeer, wisecrack, or suggestive body language. These can be bought with points just like abilities
  
• Players have a lot more health
  
• Weapons less lethal
  
• Spawn time shorter (5 seconds)
  
• Firefights last longer giving time to use unlockable abilities
  
• Vehicles spawn when you arrive at the point (no waiting)
  
• "Intelligent Spawn System" spawns players close to the action
  
• Both lone wolf and competitive clan play encouraged
  
• Cannot switch kits mid match
  
• Choose abilities before you start a game
  
• Idea to do a cartoon Battlefield dates back to Battlefield 1942, Lars Gustavsson envisioned something like BFH
  
  Point System:
  
• Called "metagame" Just a temporary name not official
  
• You character picks what faction to play for and you fight for territorial position, all your points you gain go into your faction / army's pool. At the end of the week amount of area conquered by each faction is added up and each is awarded "money" depending on the percentage of conquered land.
  
  Customizable Features: (in-game money will get you this)
  
• Heads, faces, necks, chests, hands, waists, legs, feet
  
  Items:
  
• Eye patches, badges, hats, boots, helmets, goggles, belts, gloves