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Gamers Can Customize and Purchase Rings to Showcase Their Skills

> REDWOOD CITY, Calif., - July 16, 2007 - Electronic Arts Inc and Jostens.
> Inc. today announced that the highly anticipated Madden NFL 08 for next
> generation consoles will give players the opportunity to extend the
> Madden NFL 08 experience to the real world by giving them the ability to
> purchase their own custom-designed "Ring of a Champion". Based on the
> player's Madden Gamer Level, the Ring of a Champion showcases the
> progress of a Madden NFL 08 gamer, and each ring can be customized to
> recognize the player advancements through the game. These rings are a
> direct representation of a player's achievements and game skills.
> Madden NFL 08 will be available for purchase beginning August 14.
> "We wanted our gamers to have something tangible to recognize their
> achievements within Madden NFL 08 and we kept coming back to Super Bowl
> rings," said Madden NFL 08 Lead Producer David Ortiz. "We wanted to
> remain authentic to the real Super Bowl ring therefore we forged a great
> partnership with Jostens to allow our gamers to proudly display their
> Madden NFL 08 skills."
> The Ring of a Champion series will serve as a visual tracking system for
> a player's success within the game. As Madden NFL 08 gamers accomplish
> various achievements, they will progress through five different levels.
> Once a player has reached level three, the ring can be purchased through
> Jostens' website utilizing the code provided within game. In addition
> to the 32 NFL team logos players can incorporate into their ring, the
> tops and sides of the rings can also be customized. If a player is able
> to execute an extraordinary achievement they can obtain the Epic ring
> status, which allows for enhanced design and uniqueness.
> "We know that Madden NFL players are passionate about their game and
> take pride in their skills," said Mike Bailey, president and CEO,
> Jostens. Inc. "We've had fun designing the rings with EA and hope they
> add a new dimension of reward to the game."
> Minneapolis- based Jostens, creators of 27 out of the 41 Super Bowl
> Championship rings, and EA have worked together to create the collection
> of Madden NFL 08 rings, incorporating a unique ring design feature
> embedded in the game. Jostens will offer three unique ring designs that
> are available in non-precious metals as well as 10K white and yellow
> gold. Gamers can also choose from a variety of colors to add to further
> customize. Rings will range in price from $149 for a non precious ring
> to $495 for a 10K Gold ring. Each ring incorporate simulated stones
> chosen by the gamer as well as cubic zirconium stones in the design and
> gamers will also be given the option to add genuine diamonds if they
> prefer the ultimate in their Ring of a Champion.
> Coming into its 18th year and with more than 60 million copies sold and
> having generated over $2 billion in retail sales, Madden NFL football
> continues to stand out as one of the most popular videogame franchises
> of all time. Developed in Orlando, FL by EA Tiburon, Madden NFL 08 will
> be available in August on the Xbox 360(tm) and Xbox(r) videogame and
> entertainment systems, PLAYSTATION(r)3 and PlayStation(r)2 computer
> entertainment systems, Nintendo GameCube(tm), Nintendo DS(tm), Wii(tm),
> PC, PSP(r) (PlayStation(r)Portable) handheld entertainment system. For
> more information check out www.madden08.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 SPORTS BIG(tm) and POGO(tm).
> In fiscal 2007, EA posted revenue of $3.09 billion and had 24 titles
> that sold more than one million copies. 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 .
> About Jostens
> Minneapolis-based Jostens is a provider of products, programs and
> services that help people inspire achievement and preserve memories. The
> Company's products include school yearbooks, scholastic products such as
> class rings and graduation products, and products for athletic champions
> and their fans. Jostens is a subsidiary of Visant Corporation, a
> marketing and publishing services enterprise servicing the school
> affinity, direct marketing, fragrance and cosmetics sampling and
> educational publishing markets. . More information about Jostens can be
> found on the internet at www.jostens.com.


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