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for cellular handsets. Subsequent to this acquisition, we merged our existing mobile business with
JAMDAT to establish our EA Mobile business which is responsible for the creation, marketing and
distribution of interactive entertainment software playable on cellular handsets.
Brands
We market our products under four brand names:
‚ EA SPORTS
TM
Ì We publish realistic sports simulation games under our EA SPORTS brand.
Some of our products published under the EA SPORTS brand include Madden NFL 06
(professional football), FIFA 06 (professional soccer) and NBA Live 06 (professional basketball),
‚EA
TM
Ì We publish a variety of games under our EA brand. Some of our products published under
the EA brand include Need for Speed
TM
Most Wanted, The Sims
TM
2, Harry Potter and the Goblet
of Fire
TM
and Burnout
TM
Revenge,
‚ EA SPORTS BIG
TM
Ì We publish arcade-style extreme sports and modiÑed traditional sports
games under our EA SPORTS BIG brand. Some of our products published under the EA
SPORTS BIG brand include SSX
TM
On Tour (skiing and snowboarding) and FIFA Street 2
(soccer), and
‚ Pogo
TM
Ì Online casual games and downloadable casual games are marketed under the Pogo brand
and are marketed under three sub-brands: (1) Pogo (our free online games service), (2) Club
Pogo
TM
(our premium subscription-based online games service) and (3) Pogo-To-Go
TM
(download-
able games).
Franchises
We develop product families, which we call ""franchises'' around many of our products. For example, every
year we release new versions of most of our EA SPORTS titles. Likewise, we have been successful in
developing, marketing, publishing and distributing sequels to several of our EA and EA SPORTS BIG
products. We also release products called ""expansion packs'' for PC titles that provide additional content
(characters, storylines, settings, missions) for games that we have previously published. For example, The
Sims
TM
2 Open for Business expands the characters, settings and gameplay of the original The Sims 2
game. We consider titles that iterate, sequel or spawn expansion packs to be franchise titles.
Co-publishing and Distribution Products
Through our EA Partners business unit, we team with other game development companies to assist them
to develop their own interactive software games, which we then publish, market and distribute. We refer to
these types of arrangements as ""co-publishing''. An example of a co-publishing product is TimeSplitters
Future Perfect
TM
, which was developed by Free Radical Design, a game development company located
near London.
We also distribute interactive software games that are developed and published by other companies. An
example of one of our recent distribution products is Half-Life»2, developed and published by Valve,
which we distribute worldwide.
Method of Delivery
Packaged Goods
The console, PC and handheld games that we publish are made available to consumers on a disk (usually
CD, DVD or Universal Media Disc (""UMD'') format) that is packaged and typically sold in retail stores
and through online stores (including our own online store). We refer to these as ""packaged goods''
products. In North America and Europe, our largest markets, these packaged goods products are sold
primarily to retailers that may be mass market retailers (such as Wal-Mart), electronics specialty stores
(such as Best Buy) or game software specialty stores (such as GameStop).
4