NBA Live 09 In Stores Everywhere Today

October 7, 2008

MADE FRESH DAILY! NBA LIVE 09 IN
STORES EVERYWHERE TODAY

Dynamic DNA, Powered by Synergy
Sports Technology, Pumps Authentic NBA Data Into the Game Every Day of the
Season

Electronic Arts Inc. announced today
that NBA LIVE 09 is now available in North America and will be available
worldwide on October 10th. Developed by EA Canada under the EA SPORTS™ brand,
NBA LIVE 09 rewrites the book on authenticity and connectivity, while still
providing an approachable experience for players of all levels. NBA LIVE 09 is
available on the Xbox 360® video game system from Microsoft, PLAYSTATION®3 and
PlayStation®2 computer entertainment systems, and PSP® (PlayStation®Portable).
NBA LIVE 09 All-Play for the Wii™ was designed for social play with family and
friends, and offers more action, more often.

NBA LIVE 09* has rewritten the rules
and fundamentally shifted the way you look at sports simulation games. Powered
by Synergy Sports Technology – the premier analytics provider of NBA data for
more than 20 NBA teams – Dynamic DNA emulates an NBA player with absolute
precision. Three components of Dynamic DNA include; Player DNA that breaks down
how a player scores, Team DNA that rates how the players on the floor play as a
unit and Tendencies that refer to the percentage a player drives left, right or
shoots from each spot on the floor. Synergy Sports Technology indexes each
possession of every NBA game in real time, producing 100 times the amount of
metadata available from other stats services and has performed more than 50
million data entry points in the last two years alone.

Every game will now feel different
driven by Dynamic DNA data that updates every single day of the season using NBA
LIVE 365 powered by T-Mobile. NBA LIVE 09 is now constantly evolving and
authentically reflects what you see during each NBA game in your virtual
experience. If you’re a sports fan, this is a dream come true – NBA LIVE 09 is
made fresh daily, all season long**.

NBA LIVE 09 introduces all-new
gameplay features like Pick and Roll Control, Defensive Lockdown Control,
Signature Playcalling and Quickstrike Ankle-Breakers that will make the NBA LIVE
experience fun from beginning to end. For those in need of some extra coaching,
NBA LIVE 09 takes you to training camp with the NBA Academy that gives you a
chance to hone your skills. Featuring 24 authentic FIBA teams with realistic
team play styles and rosters, NBA LIVE 09 features a FIBA World Championship
Mode using FIBA tournament structure, rules and court dimensions. Take your game
online*** with 5 vs.5 team play, where 10 people can play together on 10
different consoles around the world.

NBA LIVE 08 was the #1 selling
basketball game in 2007. The game is rated “E” (Everyone) by the ESRB and 3+ by
PEGI. The game is available for the PLAYSTATION 3 computer entertainment system
and Xbox 360 video game system from Microsoft with an MSRP of $59.99. NBA LIVE
09 All-Play for the Wii has an MSRP of $49.99, and an MSRP of $29.99 for the
PlayStation 2 computer entertainment system and PSP (PlayStation Portable). For
more information, log onto

www.easports.com/nbalive09
.

EA SPORTS™ is the leading
interactive sports software brand in the world, with top-selling titles and
franchises including Madden NFL Football, FIFA Soccer, NHL® hockey, NBA LIVE
basketball, NCAA® Football, Tiger Woods PGA TOUR® and NASCAR® racing.

* Features listed below are not
available on all consoles.

** Daily updates are specific to
the PLAYSTATION 3 computer entertainment system and Xbox 360 video game system
from Microsoft. Internet connection required.

*** Internet connection required.