EA Ships EA SPORTS Active to Stores

May 19, 2009

EA Ships EA SPORTS Active to
Stores

First in a New Line of Virtual
Fitness Products Delivers Personalized Circuit Workouts and 30-Day Challenge for
In-Home Fitness

EA SPORTS announced today that EA
SPORTS Active is now available in North American retail stores and will be
available worldwide by May 22nd, 2009*. Developed exclusively for the Wii by EA
Canada, EA SPORTS Active is an innovative, virtual fitness product that offers
personalized, customizable workouts that can be done from the comfort of home.
Developed in collaboration with fitness experts, including Bob Greene – renowned
exercise physiologist, author and Oprah’s personal trainer – EA SPORTS Active is
a fun and cost-effective way to achieve a healthy lifestyle. The product will be
the first in a new line of EA SPORTS virtual fitness products to improve the
well-being of people of all ages.

“The EA SPORTS brand is known for
award-winning sports video games, but today marks our entrance into the entirely
new genre of virtual fitness as EA SPORTS Active hits stores,” said Dave
McCarthy, vice president, EA SPORTS. “Now more than ever consumers are seeking
economical solutions to getting exercise and living a healthier lifestyle, and
with EA SPORTS Active we’ve designed an experience that will appeal to a variety
of audiences and deliver a truly fun yet challenging workout in the home.”

Users will get their heart pumping
through interactive circuit workouts from more than 25 different activities and
exercises that target the upper and lower body, as well as cardio. Similar to a
personal trainer, the program provides clear instruction, feedback on technique
and encouragement with visual and oral cues, while also providing calories
burned in real time. Preset workouts are designed by fitness experts to target
specific workout results. For optimal personalization, circuits can be
customized based on interests and fitness level and there is complete
flexibility for the duration and intensity level.

EA SPORTS Active includes software,
a specially-designed leg strap that holds the Wii’s Nunchuk controller to track
lower body movements, as well as a resistance band to increase the intensity to
upper body exercises. The program can support two players at one time, and the
EA SPORTS Active Accessory Pack containing one leg strap and one resistance band
is available for an MSRP of $19.99 in North America. The product is compatible
with the Wii Balance Board, which will add components to the sports drills.

To help get started users can also
choose to take the 30-Day Challenge, a fitness road map designed to provide
tangible fitness goals with the guidance of the virtual trainer. The Challenge
provides a new workout every time a player exercises that will increase in
intensity and track progress throughout the 30-day period. To encourage overall
wellness, there is also a Journal that allows users to track nutrition elements,
set goals, and account for other physical activities accomplished.

For inspiration, consumers can view
highlights from 12 men and women who participated in the EA SPORTS Active 30-Day
Challenge April 18 through May 17, 2009 by visiting the EA SPORTS Active
website:
http://easportsactive.com/thirtyday.action
. The Challenge focused on helping
a variety of people integrate fitness into their lifestyles. Among the
participants was Alison Sweeney, TV personality and host who participated to
lose baby weight and represent busy moms who need a convenient way to get fit.
Bob Greene hosted a kick off retreat for the challengers to get them started on
their journeys.

“Helping the challengers use such an
innovative program to reach their fitness goals was a truly rewarding
experience, and showed me what a powerful product EA SPORTS Active can be,” said
Bob Greene. “Anyone looking for an in-home fitness solution will appreciate the
combination of a fun and effective workout.”

EA SPORTS Active has been rated “E”
by the ESRB and “3+” by PEGI, and has an MSRP of $59.99 in North America. For
more information, log onto

http://www.easportsactive.com
.