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EA ACTIVE PERSONAL TRAINER
For the Nintendo Wii

NOTE TO JOURNALIST: The product is being endorsed by singer and winner of 'Strictly Come Dancing' 2007 Alesha Dixon, England rugby international and β€˜Strictly Come Dancing’ contestant Austin Healey, and Olympic gold-medal winning cyclists Sir Chris Hoy and Victoria Pendleton who are all available for interview.

BREAK A SWEAT WITH EA ACTIVE PERSONAL TRAINER– THE ALL-NEW HEART PUMPING, CALORIE BURNING WORKOUT
EA Active Personal Trainer Coming in May 2009; First in New Line of Fitness Products

Do you find there are too few hours in the day to run a household, hold down a job and fit in a workout? Or, are you just getting bored of the same old fitness routine? EA SPORTSβ„’, a label of Electronic Arts Inc. have announced the development of EA Active Personal Trainer, an innovative new customisable and personalised fitness product that will get you motivated to move in the comfort of your home. EA Active Personal Trainer will launch exclusively for the Wiiβ„’ worldwide this May.

EA Active Personal Trainer is perfect for the whole family, seeking a simple, fun and cost-effective way to achieve a healthy lifestyle. The product will be the first in a new line of EA SPORTS fitness and sports performance products in development to improve the wellbeing of people of all ages.

β€œEA Active Personal Trainer and our entrance into the fitness space is an exciting and groundbreaking milestone for EA SPORTS,” said Peter Moore, President, EA SPORTS. β€œAs we continue to expand our brand, we have a real opportunity to redefine the home fitness experience with a more Western cardiovascular approach and exercises that will appeal to a diverse audience, getting people off the couch and into shape while interacting with our products in a way never before possible. EA Active Personal Trainer costs less than a gym membership, it provides a variety of exercises unlike a one dimensional in-home fitness contraption, and it delivers an interactive experience that you don’t get from a DVD – this is a true fitness revolution and a space in which we intend to be leaders.”

EA Active Personal Trainer features a wide variety of interactive activities that target both the upper and lower body as well as cardio, and supports two players to allow family or friends to get fit together. EA Active Personal Trainer provides a new level of motivation with on-screen, real-time feedback on your workout such as calories burned, while also allowing you to adjust intensity levels. EA Active Personal Trainer will includes a specially-designed leg strap that holds the Wii’s Nunchuk controller to track lower body movements, as well as a resistance band to support a number of upper body strength training exercises.

EA Active Personal Trainer features a β€œ30 Day Challenge,” a fitness road map for players to reach their fitness goals with the guidance of a virtual trainer. The Challenge provides a new workouts everytime a player exercises, including clear instruction, feedback on technique and positive encouragement throughout the workout. Each circuit will feel different and increase in intensity as fitness levels improve to help you work up a sweat and work toward your fitness goals. Users can also create their own custom workouts that vary in activity, duration and intensity, and the Wii Balance Board will add functionality to many exercises.
EA Active Personal Trainer is priced at Β£44.99 and is available at all major retailers.

-ENDS-

For further information please contact:

Mary Kalemkaryan
mary.kalemkaryan@fleishmaneurope.com
020 7395 7156

Notes to Editor:

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTSTM, EATM, EA SPORTS Freestyle TM and POGOTM. In fiscal 2008, EA posted GAAP net revenue of $3.67 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is www.electronicarts.co.uk. More information about EA's products and full text of press releases can be found on the Internet at www.electronicarts.co.uk/press.

EA, EA SPORTS, EA SPORTS Freestyle, and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S and/or other countries. John Madden, NFL, FIFA, NHL, NBA, NCAA, Tiger Woods, PGA TOUR and NASCAR are trademarks of their respective owners and used with permission. Wii is a trademark of Nintendo. All other trademarks are the property of their respective owners.

This press release was distributed by ResponseSource Press Release Wire on behalf of FleishmanHillard Fishburn in the following categories: Men's Interest, Entertainment & Arts, Health, Leisure & Hobbies, Women's Interest & Beauty, Sport, Retail & Fashion, for more information visit https://pressreleasewire.responsesource.com/about.