EA Sports Joins the Fight Against Breast Cancer with Madden NFL 09 Pink

October 2, 2008


Limited Edition Videogame Raises Funds for Breast Cancer
during National Awareness Month

Electronic Arts Inc., announced today that Madden NFL 09 Pink
will be available throughout the month of October, coinciding with National
Breast Cancer Awareness Month. Boasting the same renowned gameplay and graphics
found in Madden NFL 09, Madden NFL 09 Pink features limited edition packaging
displaying a pink ribbon—the international symbol of breast cancer awareness.
Proceeds from Madden NFL 09 Pink will contribute to a donation to the Deanna
Favre HOPE Foundation on behalf of EA SPORTS™ and Target, the exclusive retailer
of the title.

Deanna Favre, wife of Madden NFL 09 cover athlete Brett Favre,
founded the Deanna Favre HOPE Foundation after being diagnosed with breast
cancer in 2004 at the age of 35. Since overcoming the disease, Deanna Favre has
committed herself and the foundation to helping underserved and underinsured
women who bravely face the battle against breast cancer.

“EA is honored to team up with Deanna Favre and Target in the
fight against breast cancer,” says senior product manager, Anthony Stevenson.
“Almost everyone has been affected by this disease in some way, so we’re eager
to give our passionate fans an opportunity to participate in finding a cure.”

Target, the exclusive retailer for Madden NFL 09 Pink, will
carry the limited edition game in stores throughout the month of October. The
game will also be available online at
www.Target.com  and
www.NFLShop.com  in
October. Madden NFL 09 All-Play Pink is available for the Wii for $49.99. Madden
NFL 09 Pink is available for the Xbox 360® video game system from Microsoft for

Madden NFL football has become a cultural phenomenon and has
evolved into the must-have sports title every year, selling more than 70
million* units over its lifetime. Madden NFL 09, released on August 12, is the
First Sports Game That Adapts To You. Madden NFL 09 will continuously assess
your skills and adjust the gameplay to keep the experience both fun and
challenging, regardless of whether you are an experienced player or just a
rookie, all while training you to become a better Madden player. Recently named
Best Sports Game of E3 in the official “Game Critics Best of Show Awards”,
Madden NFL 09 has over 85 new features and enhancements, including a brand-new
broadcast presentation package featuring Cris Collinsworth and Tom Hammond,
online leagues, and the most realistic graphics in franchise history.

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.