Brand Sense Signs Electronic Arts (EA) to Bring Need for Speed(R) Racing Franchise to Consumer Products and Services

LOS ANGELES, Nov. 2 /PRNewswire/ -- Brand Sense Partners, an integrated brand extension and business development firm, has teamed with Electronic Arts (Nasdaq: ERTS), the world's leading developer of interactive entertainment, to extend the Need for Speed lifestyle outside of the video game. Through this partnership, Brand Sense will develop consumer goods and services inspired by the game and seek out merchandise licensees and other partners to bring them to market.

Brand Sense will be launching the initiative at The SEMA show, the premier automotive specialty products trade show in the world, taking place in Las Vegas, Nevada between October 31 and November 3, 2006.

"The Need for Speed franchise has had an unprecedented influence on the expansion of the automotive tuner market," said Robert Hollander, president of Brand Sense Partners. "We are excited to be developing high quality, high performance Need for Speed products that embrace the lifestyle that this game franchise helped create."

"We pride ourselves on our ability to reinvent the franchise and uncover new trends in car culture," said Larry LaPierre, Executive Producer of Need for Speed Carbon. "Starting with authentic cars, players modify their rides, and battle with rival crews for street cred. Need for Speed Carbon delivers the next generation of customization, giving players the power to design and modify cars in every way using the revolutionary new Autosculpt™ technology."

Additional information may be obtained by contacting Juan Bruce at 310-867-7215 or [email protected].

About Electronic Arts

Electronic Arts (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 and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS®, EA®, EA SPORTS BIG® and POGO®. In fiscal 2005, EA posted revenues of $3.1 billion and had 31 titles that sold more than one million copies. More information about EA's products and full text of press releases can be found on the Internet at EA's homepage http://www.ea.com .

About Brand Sense Partners, LLC

Brand Sense Partners, LLC accelerates the growth of new categories of business for their clients by leveraging their brand equity and other strategic assets. The firm's visionary team of diverse industry experts develop, analyze and then execute new business initiatives -- while reducing capital costs, risk, and time to market. The result: new highly profitable revenue and accelerated strategic business growth. Brand Sense's broad range of clients include consumer brands in the sports, entertainment, automotive, retail, fashion, cosmetics and technology industries. Brand Sense Partners is headquartered in Los Angeles. For more information on Brand Sense Partners, please visit http://www.bsp.com .

SOURCE Electronic Arts 11/02/2006 CONTACT: Juan Bruce, Brand Sense Partners, +1-310-867-7215, [email protected] Web site: http://www.ea.com http://www.bsp.com (ERTS)

CO: Electronic Arts; Brand Sense Partners, LLC; SEMA ST: California, Nevada IN: CPR GAM HOU AUT ECM STW SU: LIC TDS CM-JR -- CGTH006 -- 4357 11/02/2006 09:10 EST http://www.prnewswire.com