“GAME” debuts on ESPN and Star Sports

Electronic
Arts and ESPN STAR Sports,
Asia’s No.1 sports
broadcaster, announced their collaboration to bring “Game”- the first-ever
gaming program produced in the region for Pan-Asian audiences. The show debuted
on April 18, 2007, exclusively on STAR Sports on the Southeast Asia,
Singapore, Asia and
Hong
Kong networks. The show will also feature on STAR Sports India and
STAR Sports Taiwan networks, and will soon be launched on the ESPN network in
Pacific Rim.

Incisively,
objectively and energetically presented by popular STAR Sports female presenter
Drinie Aguilar, the new 30-minute weekly programme showcases the latest trends
in gaming. “Game” offers its audience the latest news, extensive reviews, event
reports from around the world, and previews of the hottest upcoming titles.

The show
will also include content that brings gaming and real-life sports closer
together with segments like behind-the-scenes features, stories about top
athletes and their favorite games,
and exciting match-up simulations that predict the outcome of some of the
world’s biggest sporting events by using authentic sports games by EA SPORTS.
In addition to sports titles, a variety of adrenaline-filled games from
different genres and publishers will be featured on the show as well.

“We are
very enthused about the launch of this new program”, said Jon Niermann,
President, EA Asia Publishing. “EA and ESPN are already partnering for in-game
integration of ESPN broadcasting, and this pan-regional initiative in Asia
Pacific will go a long way to help grow our blockbuster EA SPORTS franchises
among Asian consumers and raise visibility for the brand.”

“We
are delighted to be able to extend our partnership with EA into new markets
after our successful collaboration in the

US,” said Bernard Stewart,
vice president and general manager, ESPN Asia Pacific. “With ESPN STAR
Sports’ leadership in Southeast Asia and ESPN network’s presence in
Australia and

New Zealand, our Pan-Asian
initiative is another example of our ability to add value to our partners
around the world.”

Charles
Less, senior vice president, advertising sales (SEA), ESPN STAR Sports, said
“We are thrilled to have EA on board as a presenting sponsor to
collaborate on this innovative genre of sports entertainment. By leveraging our
pan-regional reach, we’re confident this partnership will address the needs of
our client and provide them with the right avenue and platform to reach their
target audience. ESS reaches out to a huge market of sports enthusiasts in
Southeast Asia, and through “Game”, this
partnership is certain to extend our reach to more viewers for sports
entertainment by leveraging on the synergy between sports and gaming. ”

Fans can
catch “Game” exclusively throughout seven Asia-Pacific regions on
STAR Sports networks in Asia, and on ESPN in
Australia
and

New Zealand.