NBA LIVE 10 is Now Available

October 6, 2009

IT’S A SLAM DUNK! EA SPORTS NBA LIVE 10 IN
STORES NOW

Dynamic Season, Powered By Synergy Sports Technology, Connects Gamers to the
Real NBA Like Never Before

Electronic Arts Inc. announced today
that NBA LIVE®10 is now available in stores for the PLAYSTATION®3 computer
entertainment system, PSP and Xbox 360. Developed by EA Canada in Burnaby, BC,
the NBA LIVE franchise has graced multiple generations of consoles for over 15
years, and has sold more than 35 million units in its lifetime*. NBA LIVE®10
brings an unprecedented level of user control to the long running series,
putting gamers in command of dribbling, passing, shooting and driving the lane,
replicating the athleticism and agility that real NBA players display on the
court.

In addition to gameplay, visuals and
in-game presentation have also received an overhaul in NBA LIVE 10. 90 throwback
jerseys and more than 500 shoes will update throughout the course of the year**.
All new player models will elevate the look of each individual player in the
game to reflect their real world counterparts. Authentic lighting and design for
all 30 NBA arenas, and commentary that evolves throughout the season to reflect
big trades, key match-ups, and injuries, will work together to deliver the most
authentic presentation in an NBA LIVE videogame to date.

Evolving on the genre-defining
Dynamic DNA, NBA LIVE 10 introduces a premium service called Dynamic Season***
to this year’s offering. Dynamic Season allows users to play along with the
regular season as it happens. Powered by Synergy Sports Technology – the premier
analytics provider for more than 25 NBA teams – Dynamic Season will update your
game daily with the real results, injuries, statistics, trades and tendencies
that happen in the NBA. As users play each game, their results are merged with
the real NBA season, giving players the opportunity to alter reality and make
their own 2010 NBA Finals.

The game has been rated “E” by the
ESRB and 3+ by PEGI. For more information, please visit

http://www.easports.com/nbalive10.