In-Game Autolog Feature Challenges Friends and Frenemies to Compete for Top Spot

Australia, Nov 02, 2010 — Electronic Arts Inc. (NASDAQ:ERTS) today announced that the multi-million dollar global marketing campaign for Need for Speed(TM) Hot Pursuit will be anchored by an online and broadcast TV advertising campaign starring pop culture icons Kevin Dillon and Jerry Ferrara. The two actors play the roles of parking valets frustrated by their inability to hit the open road in the many exotic performance vehicles that pull up to the five-star hotel where they work. In the fiction of the campaign, these friends/frenemies can only live out their fantasies of reaching 200mph by playing Need for Speed Hot Pursuit and besting each other’s top scores.

These witty and edgy commercials capture the rebelliousness of battling as a cop or a racer in Need for Speed Hot Pursuit. The first three of the five videos are now live on http://www.needforspeed.com and http://www.youtube.com/needforspeed with the final commercial being broadcast on major television networks throughout the holiday season beginning November 5, 2010.

A demo of Need for Speed Hot Pursuit is now available for download on Xbox LIVE(TM) Marketplace and the PlayStation(R)Network.* The game will be available at retailers on November 18 in Australia on the Xbox 360(R) videogame and entertainment system, PlayStation(R)3 computer entertainment system and PC. Need for Speed Hot Pursuit will also be available on the Wii(TM) and is being developed by Exient.**

For more of the latest news and information on Need for Speed Hot Pursuit, please visit http://www.needforspeed.com, “like” the game on Facebook at http://www.facebook.com/needforspeed and follow the game on Twitter http://www.twitter.com/needforspeed.