PRESS RELEASE: EA AND ENDEMOL ANNOUNCE CREATIVE PARTNERSHIP FOR VIRTUAL ME

CANNES, FRANCE, (rushprnews)- April 16, 2007 – 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™, Harry Potter™ and The Sims™. 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 www.electronicarts.co.uk/press

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 SPORTSâ„¢, EAâ„¢, EA SPORTS BIGâ„¢ and POGOâ„¢. 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.electronicarts.co.uk. More information about EA’s products and full text of press releases can be found on the Internet at www.electronicarts.co.uk/press.

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 © 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
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