REDWOOD CITY, Calif. -- Sept. 17, 2002 -- Electronic Arts today announced that it has taken the next innovative step in online advertising, signing category exclusive deals with Intel Corporation and McDonald's® Corporation. Under the combined multi-million dollar deals, each company's products and brands will be integrated into the gameplay of the highly anticipated autumn debut of The Sims Online(TM).
"Matching Intel and McDonald's with The Sims Online signals a watershed for in-game advertising," said Erick Hachenburg, general manager of EA.com. "The demographics and culture of gaming are driving the interest by sponsors. Games are to young people what television was to previous generations -- they provide a cultural touchstone that fills their free time and provides points of reference for friendships.
"It marks the first time players can interact with everyday brands and products in a virtual world. Our sponsors recognize the value of interacting with consumers in this environment."
Intel® Pentium® 4 processor-based computers, complete with the five-note Intel Inside® brand tone and on-screen brand will be featured in The Sims Online. Players can chose from a selection of low- to high-end virtual computers for their Sim. The two high-end Pentium 4 processor-based computers represent the latest in style and technology and provide enhanced gameplay. Uses of the computers in The Sims Online may range from inviting friends over to play games to opening a virtual business such as a cyber cafe. As players increase their use of their Pentium 4 processor-based virtual computers within the game, their logic and fun ratings will increase at a higher rate than if using the lower end, generic PCs.
"Interactively branding Intel products in the virtual world of The Sims Online is truly revolutionary," said Ann Lewnes, vice president Intel Inside Program and Co-marketing. "We will be front-and-center with mass market consumers who purchase and use PCs for entertainment purposes. This is the closest you can get to touching your primary demographic -- every day."
The Sims Online players will also be able to operate a McDonald's kiosk and earn "Simoleons" as a virtual business. Eating at McDonald's will satisfy a Sim's hunger and fun needs.
"This is an emerging entertainment area for teens and young adults and will continue to keep McDonald's at the forefront with this audience," said Peter Sterling, vice president of marketing at McDonald's USA. "Partnering with The Sims franchise of games gives us the ability to provide fun and entertainment to our customers in an environment that allows them to experience our brand in a virtual world. This is a great opportunity for McDonald's to reach our customers away from our traditional brick and mortar setting. Our agreement with EA, the leader in gaming technology, will continue to allow us to find new and cutting edge ways for our customers to interact with our brand."
The Sims Online(TM) is a virtual world built from the imaginations of thousands of players. It is an unpredictable, alternate reality where they can be themselves or whomever they want to be. They have their own land to do with as they please. Create a house, coffee bar, dance club, theatre or whatever they can imagine. As spectators and participants, players build a network of friends to enhance their power, wealth, reputation and social standing.
About The Sims(TM)
The Sims(TM) skyrocketed to the top of the charts when it began shipping to stores in February 2000 and quickly became a universal gaming and cultural phenomenon. The Sims was the best selling PC game of both 2000 and 2001 and is now the best selling PC game of all time. Translated into 16 different languages, The Sims has inspired five expansion packs: The Sims Livin' Large, The Sims House Party, The Sims Hot Date, The Sims Vacation and The Sims Unleashed. Combined sales for the franchise are approaching 17 million units life-to-date. For more information on The Sims franchise titles, visit http://www.thesims.com.
About McDonald's
McDonald's is the leading global foodservice retailer, with more than 30,000 local restaurants serving nearly 46 million people each day in 121 countries. Approximately 80 percent of all McDonald's restaurants worldwide are owned and operated by independent franchisees.
About Electronic Arts
Electronic Arts (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, Electronic Arts posted revenues of more than $1.7 billion for fiscal 2002. The company is the leading software developer for video game systems including the PlayStation®2 computer entertainment system, the PlayStation®, Nintendo GameCube(TM), Xbox(TM) video game system from Microsoft, personal computers and the Internet. The company publishes and distributes software worldwide. Electronic Arts markets its products under four brand names: EA SPORTS(TM), EA SPORTS BIG(TM), EA GAMES(TM) and EA.COM(SM).
Electronic Arts, The Sims, The Sims Online, EA SPORTS, EA SPORTS BIG and EA GAMES are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. EA.com is a service mark of EA.com Inc. PlayStation is a registered trademark of Sony Computer Entertainment Inc. Nintendo GameCube is a trademark of Nintendo. Microsoft and Xbox are either trademarks or registered trademarks of Microsoft Corporation in the U.S. and/or other countries and are used under license from Microsoft. All other trademarks are the property of their respective owners.
