EA brings Percy Jackson to FLIPS for Nintendo DS

Guildford, UK – 14th January 2010 – Electronic Arts Inc. (NASDAQ: ERTS) today announced that it is developing a new title, Percy Jackson, for its FLIPS interactive book series created exclusively for the Nintendo DS™. FLIPS provides kids with a new fun way to read and interact with Rick Riordian’s incredibly popular mythological book series.

FLIPS Percy Jackson will include all five books from the fantasy series, Percy Jackson and the Olympians, along with two bonus titles, offering fans a new perspective on the action-packed tales of the modern teenage Demigod, whose mother is a mortal and whose father is the Greek God Poseidon. Titles include:

• The Lightening Thief
• The Sea of Monsters
• The Titan’s Curse
• The Battle of the Labyrinth
• The Last Olympian
• The Demigod Files
• Tales of the Greek Heroes by Roger Green

“The digital reading space is a growth sector and we’re thrilled to add such a hugely popular title to the FLIPS range, helping to grow an even larger base of young readers,” said Keith Ramsdale, VP and General Manager, UK, Ireland and Nordics for Electronic Arts. “Our previous 4 titles in the FLIPS range encompassed a broad scope of fictional genres and Percy Jackson provides a great complement to the range, showcasing how the Nintendo DS can encourage reading and engage young people.”

“We’re thrilled with the addition of the Percy Jackson series to the Flips range,” said Jeremy Ettinghausen, Digital Publisher at Penguin. “The stories are perfectly suited to treatment in this way and the additional material gives real benefit to young readers keen to delve deeper into the world of the Greek Gods. Children’s response to the FLIPS titles already published has been really pleasing and we’re sure that they will enjoy this new addition to the range.”

FLIPS Percy Jackson draws kids into the story with an array of interactive features. For example, readers are beckoned to collect coins throughout the books. Those coins can be spent in the bestiary containing a database of photos and information of all monsters found in the novels. Currency can also be spent in the Family Tree area, where players can access detailed information about the various Gods and Demigods and their relationships with each other. Even more detail can be accessed on Greek and Roman mythology via a link to The Penguin Dictionary of Classical Mythology.

Other engaging, interactive features include using the touch screen to access character profiles and facts, and challenging quizzes that pop up sporadically to test the reader’s story knowledge. The new FLIPS title will spark concentration as kids use the DS stylus to turn the pages, animate links and experience cool sound effects that surface on each page. Additionally, FLIPS Percy Jackson will provide a shared experience as players utilize the DS wireless capabilities to swap sample chapters and unlock bonus content with friends.

FLIPS Percy Jackson will be available in February, 2010 and will carry a RRP of £24.99.

ABOUT FLIPS
FLIPS has been designed to give children of all ages a fun new way to read their favorite books. EA has worked with some of the UK’s leading publishers of children’s books and magazines, including Egmont and Penguin Publishing, to bring modern classic titles from critically acclaimed authors such as Cathy Cassidy, Eoin Colfer, Enid Blyton, and the various writers from the popular boys series, ‘Too Ghoul for School’ to the DS. Each FLIPS title features multiple books and the first four titles are already available exclusively on Nintendo DS at all good retailers.

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About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA Mobile™ and POGO™. In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 titles that sold more than one million copies. EA’s homepage and online game site is www.eagames.co.uk. More information about EA’s products and full text of press releases can be found on the Internet at www.eagames.co.uk/press.

EA, EA SPORTS, EA Mobile and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. All rights reserved. Nintendo DS is a trademark of Nintendo. Enid Blyton, The Enid Blyton signature, Enchanted Wood, Enchanted World and the Enchanted World logo are registered trademarks of Chorion Rights Limited. All Rights Reserved. Too Ghoul for School © 2007, 2008 Egmont. © Eoin Colfer 2009. © Cathy Cassidy 2009. The moral rights of the authors have been asserted. Produced under licence from Penguin Books, 80 Strand, London WC2R 0RL. © Robert Lancelyn Green 2010. © Rick Riordan 2010. The moral rights of the author have been asserted. Produced under licence from Penguin Books, 80 Strand, London WC2R 0RL. All rights reserved. All other trademarks are the property of their respective owners.
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