EA’s Need for Speed World to Feature Dolby Axon Chat Technology

Dolby and EA Enhance Voice Chat Experience in Hit MMO Racer

SEATTLE--(BUSINESS WIRE)--Black Box, an Electronic Arts Inc. studio (NASDAQ:ERTS), and Dolby Laboratories (NYSE:DLB) today announced that Need for Speed™ World, the massively multiplayer online (MMO) action racing game will incorporate Dolby® Axon voice chat technology before the holiday. Need for Speed World combines the rush of illicit street racing, deep RPG style progression and vehicle customization into an immersive, socially-connected Need for Speed experience. The game will be featured at Penny Arcade Expo (PAX 2010) in Dolby’s booth, #612, in the Washington State Convention Center from Sept. 3 – 5, 2010.

“We’re really excited to be working closely with EA in bringing a new level of voice chat to their game.”

“In Need for Speed World, we’re able to continually update the game with new technology to provide the best MMO racing for our players,” said Stephane Grefford, Producer, Need for Speed World. “Working with Dolby, we can give gamers a seamless channel of communication for them to collaborate together to become the top racer. We’re excited to be the first title in North America to incorporate Dolby Axon to help enhance our players’ overall racing experience.”

“Dolby Axon helps ensure that communication among team members happens clearly and quickly when racing at over 100 miles an hour in Need for Speed World,” said Matt Tullis, Marketing Director, Games, Dolby Laboratories. “We’re really excited to be working closely with EA in bringing a new level of voice chat to their game.”

By integrating Dolby Axon into online game titles, game developers can provide players with a new level of realism in online gaming:

• Improved audio chain processing (noise suppression, echo suppression) for clear voice communication.
• Surround sound voice chat over stereo headsets, stereo speakers, and 5.1 playback systems delivering realistic and exciting in-game communication with teammates.
• Compatibility with any stereo headset, enabling gamers to experience clear, crisp voice quality without specialized equipment.

Need for Speed World is being developed by Black Box, an Electronic Arts studio and is available on the PC. More information and details on the game can be found at world.needforspeed.com or follow us on Twitter at NeedforSpeed. Press can download assets at http://info.ea.com.

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 SPORTS^TM, EA^TM, EA Mobile^TM and POGO^TM. In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.

EA, EA SPORTS, EA Mobile, POGO, and Need for Speed are trademarks of Electronic Arts Inc.

About Dolby Laboratories

Dolby Laboratories (NYSE:DLB) is the global leader in technologies that are essential elements in the best entertainment experiences. Founded in 1965 and best known for high-quality audio and surround sound, Dolby creates innovations that enrich entertainment at the movies, at home, or on the go. Visit www.dolby.com for more information.

Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. All other trademarks remain the property of their respective owners. S10/xxxxx DLB-G