Electronic Arts ("EA"), the world's leading independent developer and publisher of interactive entertainment software for personal computers and advanced entertainment systems, today announced the launch of its debut mobile marketing campaigns, aimed to promote two of its new game releases.

The campaigns have been designed and implemented by Lawton eMarketing, the south coast's largest full-service marketing agency and Flytxt, the wireless marketing experts. Launching on the 25th June, the campaigns, will support the release of Def Jam VENDETTA™ and The Sims™ Superstar.These promotions form the initial steps in building Electronic Arts' mobile database for future game releases.

Def Jam VENDETTA's promotion involves a push message being sent to an opt-in database collected from the Def Jam VENDETTA website. Consumers who enter their mobile number on the web site receive a message reminding them to go and buy the game. The message is sent from D-Mob, the pivotal character in the wrestling game, featuring musicians such as DMX and Ludacris.

The Sims Superstar is an expansion pack to EA's bestselling PC game series that allows you to play as mismatched mega star. The release is being promoted via advertorial in Smash Hits magazine, which will have a text response number. Readers text in to get the chance to win a day's superstar pampering.

About Electronic Arts

Electronic Arts ("EA"), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, Electronic Arts posted revenues of more than $2.4 billion for fiscal 2003. The company develops, publishes and distributes software worldwide for the Internet, personal computers and video game systems. EA markets its products under four brand names: EA SPORTS™, EA GAMES™, EA SPORTS BIG™ and EA.COM. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.

Electronic Arts, EA SPORTS, EA GAMES and The Sims are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. EA.COM is a service mark of EA.com Inc. Def Jam and Def Jam VENDETTA and all associated logos and marks are used under license from DJR Holdings, LLC and The Island Def Jam Music Group, a division of UMG Recordings, Inc. All other trademarks are the property of their respective owners.