EA and Endemol Announce Creative Partnership for Virtual Me



    CANNES, FRANCE, April 16 /CNW/ - Electronic Arts (NASDAQ:  ERTS), the
world's leading interactive entertainment software company, and the Endemol
group, a global leader in television and other audiovisual entertainment,
today announced a creative partnership for the development of Virtual Me, a
new digital entertainment concept that bridges the divide between traditional
TV and videogames. The all-new online offering is being prepared to debut in
Endemol's top-rated Big Brother.

    Virtual Me combines cutting edge avatar creation technology from EA with
popular TV formats from Endemol to give consumers a breakthrough way to meet,
compete and socialize in online digital worlds. Avatar creation takes a leap
forward with a high performing, easy-to-use tool that creates astonishingly
life-like cyber-clones, with uniquely customized appearances and identities.

    Want to be a pop star? A movie star? An action star? Virtual Me offers
players the chance to participate in virtual versions of TV talent shows like
Fame Academy and Operacion Triunfo, game shows like Deal Or No Deal and 1 vs
100 and to form real relationships with other virtual avatars on the web.
VirtualMe.com, the home of the Virtual Me avatar creation system, will launch
in the coming months.

    Peter Bazalgette, Chief Creative Officer, Endemol comments: "We're told
that people are starting to spend more time online than they are watching TV.
Both markets are now important and this has huge implications for content
creators. Our opportunity with Electronic Arts is to develop ideas that fully
embrace the way people are consuming entertainment today."

    Gerhard Florin, Executive Vice President and General Manager, EA
International said, "With Virtual Me we are at the forefront of a new, hybrid
form of entertainment that takes gaming beyond the console. Endemol is a great
partner to help us bring together the best of TV and video games for an
offering that can appeal to mass market audiences and change the face of
entertainment."

    The two companies will create an integrated team to share expertise in
their respective fields and develop entertainment formats and experiences for
a wide range of platforms, including TV and online.

    Electronic Arts is the creator of some of the world's most successful
video game franchises including FIFA Football, Need for Speed(TM), Harry
Potter(TM) and The Sims(TM). Endemol's catalogue of TV formats includes
international blockbusters such as Big Brother, Fear Factor and Deal or No
Deal.

    Press release and Virtual Me illustrations can be found at
http://info.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 videogame systems, personal computers, cellular handsets and the
Internet. Electronic Arts markets its products under four brand names: EA
SPORTS(TM), EA(TM), EA SPORTS BIG(TM) and POGO(TM). In fiscal 2006, EA posted
revenue of $2.95 billion and had 27 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.

    Electronic Arts, EA, EA SPORTS, EA SPORTS BIG, POGO, The Sims and Need
for Speed are trademarks or registered trademarks of Electronic Arts Inc. in
the U.S. and/or other countries. HARRY POTTER characters, names and related
indicia are trademarks of and (C) Warner Bros. Entertainment Inc.

    About Endemol

    Endemol (Euronext:EML) is a global leader in television and other
audiovisual entertainment. The company creates premium entertainment ideas and
sells them to the world's leading broadcasters. Endemol produces these shows
to the highest standards creating hits with strong brand value. Subsequently
the company exploits the value of its brands across other media and
communications platforms including mobile phones and the Internet.

    Endemol, with its head office in Hilversum, the Netherlands now has
subsidiaries and joint ventures in 25 countries including The UK, the US,
Spain, Italy, France, Germany and the Netherlands, as well as in Latin
America, India, South Africa and Australia. Endemol is a publicly traded
company on Eurolist by Euronext Amsterdam. For more information please visit
www.endemol.com.




For further information:

For further information: Electronic Arts Tiffany Steckler, +41 22 316
1322 tsteckler@europe.ea.com or Endemol Charlie Gardner, +44 (0) 7977 075 643
Charlie.Gardner@endemol.com

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