Madhouse's SmartMad Targeting Technology Set to Deliver Mobile Ads on Electronic Arts Mobile Games

SHANGHAI, Nov. 15, 2011 /PRNewswire-Asia/ -- Madhouse, the largest and most intelligent mobile advertising network in China, and EA Mobile™, a division of Electronic Arts Inc. (NASDAQ: ERTS) and the world's leading mobile games publisher, announced a mobile marketing alliance to deliver live ads within EA's mobile games launching in China using Madhouse's SmartMad intelligent targeting technology.

Founded 2006 in Shanghai, Madhouse is a leading and well established mobile advertising network and solutions company that offers results for both the mobile web and mobile applications. SmartMad, the leading mobile web and in-application advertising platform in China, delivers precisely targeted ads through its SmartMad advertising network and technology.

"We are pleased to be working closely with EA Mobile.  EA Mobile games are tremendously popular across all major handset operating systems.  By providing an effective monetization mechanism, our collaboration makes it possible for EA Mobile to reach an even broader segment of users by bringing down the end user cost.  For Madhouse, the addition of EA properties to the SmartMad ad network gives our customers broader reach to a high value user segment," said Dan Wong, COO of Madhouse.  "Beyond ad placement, our cooperation with EA also entails highly customized and integrated brand solutions.  Take SHIFT 2 Unleashed from the Need for Speed franchise, one of the most well-known games by EA, as an example.  Working closely with EA, we were able to help our customer Jaguar sponsor test drives for SHIFT2 Unleashed users."

Many global game companies are showing interest in China's more than 900 million mobile users. The agreement between Madhouse and EA Mobile demonstrates leadership in China as the industry moves into free-to-play and Freemium content.

"EA will continue to lead the way in innovation - not only in gameplay but also with new business models," said Jim Lee, General Manager of EA Mobile China.  "EA will invest heavily in developing the mobile games market in China, including the introduction of more and more free-to-play games powered by advertising.  We look forward to work closely with Madhouse to make games affordable and accessible to end users."

EA Mobile has a solid reputation for its pioneering and market leadership in mobile gaming. For more information about EA Mobile, please follow us on Weibo at http://weibo.com/eamobilechina or http://t.qq.com/EAchina

About EA Mobile

EA Mobile™ is the world's leading wireless entertainment publisher with award-winning games such as Tetris®, Bejeweled®, The Sims™, and Need For Speed™. The EA Mobile portfolio also includes casual games based on the company's alliance with Hasbro, Inc. including MONOPOLY, YAHTZEE and SCRABBLE (in the U.S. and Canada) as well as sports blockbusters from the EA SPORTS™ brand, including Madden NFL Football and FIFA Soccer. EA Mobile develops games for multiple mobile platforms including mobile phones, smartphones, the iPhone®, iPad® and iPod touch®. For more information about EA Mobile, please visit www.eamobile.com.

About Electronic Arts

Electronic Arts (NASDAQ:ERTS) is a global leader in digital interactive entertainment. The Company's game franchises are offered as both packaged goods products and online services delivered through Internet-connected consoles, personal computers, mobile phones and tablets. EA has more than 100 million registered players and operates in 75 countries. In fiscal year 2011, EA posted GAAP net revenue of $3.6 billion. Headquartered in Redwood City, California, EA is recognized for critically acclaimed, high-quality blockbuster franchises such as The Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield, and Mass Effect™. More information about EA is available at http://info.ea.com.

EA, EA Mobile, EA SPORTS, The Sims and Need for Speed are trademarks of Electronic Arts Inc.  Battlefield Bad Company is a trademark of EA Digital Illusions CE AB. Mass Effect is a trademark of EA International (Studio and Publishing) Ltd.  John Madden NFL and FIFA are properties of their respective owners.  MONOPOLY, SCRABBLE (in the U.S. and Canada) and YAHTZEE are trademarks of Hasbro and are used with permission. Tetris is a registered trademark of Tetris Holding.  Bejeweled is a registered trademark of PopCap Games, Inc.  iPad, iPhone and iPod touch are trademarks of Apple Inc. Registered in the U.S. and other countries. All other trademarks are the property of their respective owners.

For Further Press Require, Please Contact:

SOURCE Madhouse Inc.