Lord of Ultima Goes Live

Electronic Arts sent out a press release announcing that their free-to-play browser game based on the Ultima license, Lord of Ultima, is now live.

EA’S PHENOMIC INTRODUCES STRATEGY GAME ‘LORD OF ULTIMA’

Free-To-Play Web-Based Game Transports Players to Legendary Ultima Universe

Guildford, UK April 20, 2010 Phenomicâ„¢, an Electronic Arts Inc. (NASDAQ: ERTS) studio, announced today Lord of Ultimaâ„¢, a new browser-based online strategy game is available worldwide for free* starting today. Lord of Ultima immerses players in a brand-new, deeply-rich strategy game set within the Ultima universe. The game introduces innovative social features, such as advanced trading, alliance creation, online chat and community forums, which make for an endlessly entertaining experience.

(Lord of Ultima was designed to ensure that everyone, from strategy newcomers to diehard fans, can make it to the top of the leader board,) said Volker Wertich, Creative Director at Phenomic. “Phenomic is committed to building dynamic communities that delight players as they interact with the game, each other and the legendary world of Ultima.)

To become the Lord of Ultima, players will master the arts of diplomacy and trade, as well as the military activities of spying, plundering, and the takeover of enemy cities. Set in the new world of Caledonia, players start the game as eager conquerors in the early stages of raising an empire, and then move from developing a humble village and evolving it into a prosperous, highly customized capital. Players can flourish as peaceful merchants by trading resources over land or sea and using diplomacy. They can also become feared conquerors, by creating mighty armies of knights and mages to crush enemies.

Lord of Ultima is a free-to-play MTX browser-based game. No download or installation is needed and players do not need to register to play. Lord of Ultima is available in English and German and is playable now by visiting www.lordofultima.com.

*Internet Connection Required

About Electronic Arts
Electronic Arts Inc. (EA), in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EATM, EA SPORTSTM, EA Mobile TM and POGOTM. In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 titles that sold more than one million copies. EA’s homepage and online game site is www.ea.co.uk. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.co.uk.