The football fan-favourite launches on new digital devices alongside console

13 August 2010, Australia – EA Mobile™, a division of Electronic Arts Inc., (NASDAQ: ERTS) and the world’s leading mobile games publisher, has just announced that the fan-favorite Madden NFL videogame franchise is now available on the latest digital devices and platforms, allowing Australian fans to game on the go.

For the first time, local fans can now play Madden NFL 11 on iPad™, iPhone and iPod® touch alongside the console version, with a version for Android™ phones also becoming available later in the year – further testament to the rise and success of mobile devices for both traditional and non-traditional gaming fans.

“The release of Madden NFL 11 upholds EA’s legacy of innovation in the mobile industry,” said Travis Boatman, Vice President of Worldwide Studios for EA Mobile. “Total Defensive Control, a brand new feature for iPad, iPhone and iPod touch, redesigns how you play defense giving you more control and ultimately, making it more fun. If you have a mobile device and you’re a football fan, then this is the game for you.”

Features of Madden NFL 11 for iPad, iPhone and iPod touch, the most fun and complete NFL experience ever made for mobile devices, include:

Win With Defense – Total Defensive Control delivers the fun on defense. Play both sides of the ball with equal intensity with the all-new “Total Defensive Control.” TDC allows players to pause the action, position their defense and deliver game-changing hits like never before.

Quick Play Decisions – With the new GameFlow playbook based on the console game’s new feature, players spend less time in the playbook and more time on the field. Keeping the game’s momentum going and shortening overall time per play is perfect for gaming on the go.

Control the Action – With the innovative feature called “Hot Routes Everywhere,” players pick almost any football player pre-snap and literally draw their movement on the field while creating the play on the go. This year, draw routes on passing and running plays, along with defense.

Graphics and Controls Befitting the Game – With HD-quality graphics for iPad, optimised graphics taking full advantage of the new Retina display and 3GS maximised visuals, football players rumble into action in authentic stadiums as gamers get drawn deeper in the experience. Controls are maximised for each device including a unique passing wheel designed exclusively for iPad.

Unmatched Authenticity on Mobile Devices – With 32 NFL teams in authentic stadiums, choose from updated rosters featuring nearly 2,000 real players even seeing players’ names on the their jerseys in the iPad version.

Play Your Way – Whether playing rivals via Bluetooth on the iPod touch or jumping right into a solo game, Madden NFL 11 delivers like never before. Play through an entire 16-game schedule in Season Mode making trades and tracking stats for a team and the entire league. In Playoffs Mode, replay last season’s historic playoffs all the way to the Super Bowl.

Additional Features Coming Soon – Upcoming free iPad updates scheduled in time for the kick-off to the NFL regular season include retro-style “Vintage Voltage Football” and multiplayer gameplay.

Madden NFL 11 is available today from the App Store for iPad, iPhone and iPod touch, or at www.itunes.com/appstore/. Assets and additional press information can be found at http://info.ea.com.

EA Mobile has a solid reputation for its pioneering and market leadership in mobile gaming. EA Mobile has been a definitive player with the rise of Apple devices as gaming platforms. Popular games include SCRABBLE, Tetris, MONOPOLY and BATTLESHIP, which have consistently ranked among top sellers and, in 2009, The Sims® 3 was the #1 best-selling game on the App Store. For more information about EA Mobile, please visit www.EAMobile.com, join us on Facebook at www.facebook.com/EAMobile or follow us on Twitter at www.twitter.com/EAMobile.