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He also said EA was planning an international awards show "similar to the Oscars and the Grammys" which would combine video games, music and movies.

Mr Bolz said video games firm had to work more closely with celebrities.

"People will want to play video games if their heroes like Robbie Williams or Christina Aguilera are in them."

ESPN and EA Sign Agreement for Sports Games
Monday January 17, 3:00 pm ET
Relationship to Integrate Content and Introduce New Sports Games

REDWOOD CITY, Calif.--(BUSINESS WIRE)--Jan. 17, 2005--Electronic Arts (Nasdaq:ERTS - News) and ESPN today announced a long-term agreement for the development and integrated marketing of EA SPORTS games containing ESPN content. The relationship will include established EA SPORTS franchises -- which will be enhanced by ESPN telecast, print and online content -- as well as new sports games to be published by EA based on ESPN media properties. Financial terms of the agreement were not disclosed.

The agreement gives EA access to ESPN programming, personalities and integrated marketing opportunities on ESPN television programming and other ESPN properties. The ESPN integration will appear in EA SPORTS console, handheld, PC and wireless games beginning in 2006 upon the conclusion of ESPN's existing video game licensing commitments.

"EA and ESPN have a shared belief that adding ESPN content will improve an already outstanding line of games," said George Bodenheimer, President, ESPN Inc. and ABC Sports.

"This relationship was created to benefit consumers who are passionate about sports games," said Larry Probst, Electronic Arts Chairman and CEO. "EA SPORTS recreates the real life experience fans enjoy while watching or playing their favorite sport; while ESPN programming captures the look, sound and excitement of the sports they follow. Together, we believe we can significantly grow the interactive sports category."

The agreement is for fifteen years with an option to terminate after ten years under certain conditions and gives EA exclusive first rights to all ESPN content for simulation sports games.