EA Games Label

EA Games label is home to the largest number of EA studios and development teams, which together create an expansive and diverse portfolio of games, in such genres as action, action-adventure, role playing, racing and combat games. In addition to traditional packaged-goods games, the EA Games Label also develops massively-multiplayer online role-playing and play-4-free mid-session games which are persistent state virtual worlds where thousands of other players can interact with one another. For example, Warhammer Online from Mythic Entertainment is a MMORPG and Battlefield Heroes from DICE is a play-4-free MSG.

The EA Games Label portfolio includes several established franchises such as Need for Speed, Battlefield, Mass Effect, Medal of Honor, Mercenaries and Skate. In addition, the EA Games Label has launched new franchises including Dead Space, Mirror's Edge and Army of Two, and has additional titles in development. The EA Games Label titles are developed at the following EA studios: BioWare (located in Edmonton, Canada and Austin, Texas), Black Box (located in Vancouver, Canada), Criterion (located in Guildford, England), DICE (located in Stockholm, Sweden), EA Los Angeles, EA Montreal, Visceral Games (located in Redwood Shores, California), Mythic Entertainment (located in Fairfax, Virginia), Pandemic Studios (located in Los Angeles, California), Phenomic (located in Ingelheim, Germany) and EA Partners. The EA Partners group teams with external game developers and third party studios to provide these partners with a variety of services including development, publishing, and distribution. For example, in fiscal 2009, EA Partners included MYV/Harmonix, Epic, id, Grasshopper, and Valve

EA SPORTS Label

The EA SPORTS label brings together a wide collection of sports-based video games marketed under the EA SPORTS brand. EA SPORTS games range from simulated sports titles with realistic graphics based on real-world sports leagues, players, events and venues to more casual games with arcade-style gameplay and graphics. We seek to release new iterations of many of our EA SPORTS titles on a regular basis (often annually), in connection with the commencement of a sports league's season or a major sporting event when appropriate. Our EA SPORTS franchises include FIFA Soccer, Madden NFL Football, Fight Night, NBA Live, NCAA Football, NCAA March Madness, Tiger Woods PGA TOUR, NHL Hockey, Grand Slam Tennis, and EA SPORTS Active. Games are developed primarily at our EA Canada (located in Vancouver, Canada) and EA Tiburon studios (located in Orlando, Florida).

In addition to packaged goods games, the EA SPORTS label offers online-only gamers and entertainment. In Korea, EA SPORTS currently offers EA SPORTS FIFA Online , a free-to-play online game in which players may purchase additional in-game content from us (we refer to these consumer purchases of small elements of additional content as "micro-transactions"). We expect to introduce other online games under the EA SPORTS brand in the future. EA SPORTS also seeks to increase its global presence through the introduction of new web-based communities centered on our portfolio of sports games.

EA Play Label

The EA Play Label creates and markets games and experiences that are easily accessible, inspire creativity and fun, and transcend core video game culture into a world of engaging and relevant entertainment for people of all ages. Everyone is the EA Play Label consumer - from seniors to tots to experienced gamers to those who have never played a game. The EA Play Label includes The Sims Studio, MySims, EA's Hasbro, Maxis and Casual Studios. The Label creates games based on original IP and licensed IP.

The Sims Studio develops and markets life-simulation games and online communities with an emphasis on creativity, community and humor.

The Sims has sold over 100 million units world-wide since it was originally launched in 2000. A significant factor in its success has been the regular introduction of expansion pack with new content and gameplay features that can be purchased and used in connection with our core products, The Sims and The Sims 2. The Sims 3 shipped in June 2009 along with an all-new online store and new community features.

In addition to expansion packs, the Sims Studio also developed several console products, most notably MySims™ -- a newly created franchise for the Wii and Nintendo DS - and SimAnimals on the Wii and DS.

In August 2007, EA entered into a strategic relationship with Hasbro through which we can create digital games based on a significant number of Hasbro's classic board games and toys, including MONOPOLY, SCRABBLE (North America only), YAHTZEE, TRIVIAL PURSUIT, NERF, G.I. JOE, and LITTLEST PET SHOP. We continue to develop Hasbro's properties into video games for children, families and create casual game experiences and to publish them across a variety of platforms including mobile handsets, handheld game devices, PCs and across all consoles.

EA Casual Studios work with internal studios and third party developers that are responsible for console, handheld and PC games geared primarily towards children, families, and other casual games. These games include: Harry Potter and the Half-Blood Prince, Boom Blox, Boogie SuperStar, Henry Hatsworth in the Puzzling Adventure and ZUBO as well as several new titles based on well-known Hasbro games and toys.