Media Advisory - EA SPORTS and Future Shop team-up to give fans first chance to score NHL 10



    
    Trevor Linden, Wendel Clark & Ian White lead Midnight Madness events in
    Toronto & Vancouver
    

    TORONTO and BURNABY, BC, Sept. 9 /CNW/ - In addition to millions of
Canadians waiting for the puck to drop on the start of the 2009-10 hockey
season, gamers and fans are also looking forward to scoring a copy of EA
SPORTS NHL 10, the No. 1 selling console videogame in Canada(*). Future Shop,
Canada's largest retailer and etailer of consumer electronics, has teamed with
EA SPORTS to celebrate the launch of its highly-anticipated NHL 10 videogame
at "Midnight Madness" launch parties in Toronto and Vancouver on Monday,
September 14. Hundreds of fans are expected to participate in a party
atmosphere to play NHL 10 on Xbox 360, meet current and former NHL stars
Trevor Linden (Vancouver), Wendel Clark and Ian White (Toronto), and be among
the first to receive NHL 10.

    
    What:  Midnight Madness launch events celebrating the release of EA
           SPORTS NHL 10 at select Future Shop stores in Toronto and
           Vancouver.

    Who -  Toronto:
           -  Wendel Clark, former captain of the Toronto Maple Leafs
           -  Ian White, defenceman, Toronto Maple Leafs
           -  Xbox 360 Street Team

    Who -  Vancouver:
           -  Trevor Linden, former captain of the Vancouver Canucks
           -  Xbox 360 Street Team

    When:  Monday, September 14, 2009
           -  Autograph signings with NHLers:
              Toronto event
              -  9:00 p.m. to 11:00 p.m. - Ian White
              -  10:00 p.m. - 11:45 p.m. - Wendel Clark

              Vancouver event
              -  9:00 p.m. - 11:00 p.m. - Trevor Linden

           -  Stores are open from 12:00 a.m. to 1:00 a.m.

    Where: Toronto - Future Shop, 325 Yonge St. (at Dundas)
           Vancouver - Future Shop, 798 Granville St. (at Robson)

    Photo and broadcast opportunities:
    -   Interactions between NHL stars and fans, including autographs and
        Xbox 360 gameplay
    -   Hundreds of excited fans lining-up around the block to be the first
        to receive NHL 10
    -   Enthusiastic gamers playing advance copies of NHL 10 on Xbox 360
    -   Party atmosphere with NHL 10 Xbox street teams
    

    (*)According to NAPD.

    About NHL 10

    NHL(R)10 delivers a new, physical brand of hockey to match the physical 
and emotional intensity real-world players endure in pursuit of the Stanley
Cup(R). The franchise that has won 19 sports game of the year awards since
2007 begins a new era with gameplay innovations that include first-person
fighting, all-new board play, post-whistle action and spectacular new ways to
score. NHL 10 is available for the Xbox 360(R) and PLAYSTATION(R)3. It is
rated 10+ by the ESRB.

    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 2009, EA posted GAAP
net revenue of $4.2 billion and had 31 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.

    About Xbox 360

    Xbox 360 is a premier video game and entertainment system. It is home to
the best and broadest games as well as the largest on-demand library of
standard- and high-definition movies connected to the television - with music
coming this fall. The digital center of the living room, Xbox 360 blends
unbeatable content with the largest online social network connected to the
television in the 20 million members on Xbox LIVE to create a limitless
entertainment experience that can be shared at home or across the globe. With
the addition of currently code-named "Project Natal," Xbox 360 will forever
transform social gaming and entertainment with a whole new way to play - no
controller required. More information about "Project Natal" and Xbox 360 can
be found online at http://www.xbox.com/en-CA/live/projectnatal/ and
http://www.xbox.ca.

    About Future Shop

    With 142 stores across the country and the nation's premier web store
(www.futureshop.ca), Burnaby, BC-based Future Shop is Canada's largest
retailer and e-tailer of consumer electronics. Future Shop and its more than
10,000 employees are dedicated to providing customers with expert advice about
home and entertainment technology both in-store and online. The company hosts
an online community forum for technology beginners and tech-savvy experts to
exchange ideas, reviews, tips and other consumer electronics information
(www.futureshopforums.ca). To help keep used electronics out of the landfills,
Future Shop has an in-store recycling program for seven types of products (see
www.futureshop.ca/green). As a proud corporate citizen, Future Shop is
committed to employee volunteerism and supporting non-profits organizations
dedicated to transforming local youth into Future Leaders (see
www.futureshop.ca/community).





For further information:

For further information: Elliott Chun, Future Shop, P: (604) 412-1764,
E: echun@futureshop.com; Steve Frost, EA SPORTS, P: (604) 456-5067, E:
sfrost@ea.com; Katherine Dyriw, High Road Communications, Cell: (416)
644-2288, E: kdyriw@highroad.com

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