NBA announces new agreements with Take-Two Interactive and EA

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The NBA has announced new multiyear agreements with Take-Two Interactive Software Inc. and Electronic Arts Inc., which will allow both companies to continue developing, publishing, and distributing NBA video games.  Check out the official press release for more info.
                          ELECTRONIC ARTS

 - New Multiyear Agreements to Continue Providing Fans with Diverse NBA
                   Video Games on Multiple Platforms -

NEW  YORK,  May  23, 2011 – The National Basketball Association (NBA) today
announced new multiyear agreements with Take-Two Interactive Software, Inc.
(NASDAQ:  TTWO)  and  Electronic  Arts  Inc.  (NASDAQ: ERTS), extending the
league’s  longstanding  relationship  with  each  company  to  continue  to
develop, publish, and distribute NBA video games.

The  new  agreements will provide fans with a diverse offering of NBA video
games,  including  5-on-5  simulation  and  arcade style games that will be
available on video game consoles, online, and through mobile devices.

“We  have had successful and longstanding relationships with both 2K Sports
and  EA  SPORTS,”  said Sal LaRocca, Executive Vice President of NBA Global
Merchandising.   “Extending  our  agreements with the top sports video game
developers  continues  to  maximize  our  presence  in this category, while
ensuring our fans the best selection of NBA video games.”

Take-Two  and  EA will each have the rights to use NBA teams and players in
their  NBA  video  game titles.  Throughout the agreements, the league will
work  closely  with  Take-Two  and EA to promote the basketball video games
through   global  marketing,  promotional  programs,  and  multiple  assets
including NBA TV,, and grassroots events.

Take-Two,  an  NBA  licensee  since  1999  and  with  the new agreement, an
official  marketing partner of the NBA, will continue to publish the NBA 2K
franchise  through  its  2K  Sports  publishing  label.   NBA  2K, a 5-on-5
simulation  which  originally debuted in 1999, will be released on a yearly
basis on all leading video game platforms.

This  year,  NBA 2K 11 which features Michael Jordan on the cover, has sold
more  than  five  million units to date, a record for the NBA 2K franchise.

“We’re  pleased  to  extend  our successful relationship with the NBA, that
will  allow  2K  Sports  to  continue to innovate the basketball video game
category  with  our  critically  acclaimed  NBA  2K  franchise,” said Jason
Argent,  vice  president  of  marketing  for  2K  Sports.  “Our partnership
ensures  that  we  can  continue  to  marry  innovative  gameplay  with the
authenticity of the NBA that today’s sports fans demand.”

Along  with  the  acclaimed  NBA  2K  franchise,  2K  Sports  will have the
opportunity  to  explore and develop new NBA licensed gaming opportunities,
including online on social media platforms.

Electronic Arts
EA,  an  NBA  licensee  since  1991, will debut a new 5-on-5 NBA simulation
title  in fall 2012.  The game is being developed at EA Tiburon in Orlando.
EA SPORTS originally unveiled their simulation game, NBA LIVE in 1995.

Along  with  a  new  simulation  game,  EA  will  continue to publish their
arcade-style  video  game franchise EA SPORTS NBA JAM.  The latest edition,
NBA  JAM: On Fire Edition is being developed for the PlayStation®3 computer
entertainment  system and Xbox 360® videogame and entertainment system, and
it  will  be  available  on PlayStation® Network and Xbox LIVE® Arcade this
fall.    EA  SPORTS revived NBA JAM, the popular arcade game from the early
1990’s, in October 2010.

“We’re pleased to continue our longstanding partnership with the NBA,” said
Jordan  Edelstein,  Vice  President  of  Marketing,  EA  SPORTS.  “With our
all-new  digital  download of NBA JAM coming this fall and a new simulation
title  in  development  for  release  next year, we have a strong lineup of
innovative NBA titles coming soon from EA SPORTS.”

About the NBA
The  NBA,  founded  in  1946,  is  a  professional sports league and global
business  that  features  30 teams in the United States and Canada.  During
the  2010-11  season, NBA games will reach 215 countries and territories in
more  than 40 languages.  Official NBA rosters currently feature 85 players
from  41  countries  and territories.  NBA merchandise is sold in more than
125,000  stores  in 100 countries on six continents. averages more
than 26 million page views per day, with more than 50 percent of the site’s
visitors  coming  from outside of North America.  The NBA is the No. 1 U.S.
sports  league  on  Facebook,  Twitter,  and  YouTube,  with the most fans,
followers, and videos viewed on each, respectively.  Through NBA Cares, the
league,  its  teams  and  players  have  donated  more than $160 million to
charity,  completed  more  than  1.7  million  hours  of hands-on community
service, and created more than 605 places where kids and families can live,
learn, or play.
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