Electronic Arts Inc. (NASDAQ: ERTS) announced today that NBA LIVE®10 is now available in stores for the PLAYSTATION®3 computer entertainment system, PSP® (PlayStation®Portable) system and Xbox 360® video game and entertainment system from Microsoft. Developed by EA Canada in Burnaby, BC, the NBA LIVE franchise has graced multiple generations of consoles for over 15 years, and has sold more than 35 million units in its lifetime*. NBA LIVE®10 brings an unprecedented level of user control to the long running series, putting gamers in command of dribbling, passing, shooting and driving the lane, replicating the athleticism and agility that real NBA players display on the court.

In addition to gameplay, visuals and in-game presentation have also received an overhaul in NBA LIVE 10. 90 throwback jerseys and more than 500 shoes will update throughout the course of the year**. All new player models will elevate the look of each individual player in the game to reflect their real world counterparts. Authentic lighting and design for all 30 NBA arenas, and commentary that evolves throughout the season to reflect big trades, key match-ups, and injuries, will work together to deliver the most authentic presentation in an NBA LIVE videogame to date.

Evolving on the genre-defining Dynamic DNA, NBA LIVE 10 introduces a premium service called Dynamic Season*** to this year’s offering. Dynamic Season allows users to play along with the regular season as it happens. Powered by Synergy Sports Technology – the premier analytics provider for more than 25 NBA teams – Dynamic Season will update your game daily with the real results, injuries, statistics, trades and tendencies that happen in the NBA. As users play each game, their results are merged with the real NBA season, giving players the opportunity to alter reality and make their own 2010 NBA Finals.

The game has been rated “E” by the ESRB and 3+ by PEGI. Box art and screenshots are available at http://info.ea.com. For more information, please visit http://www.easports.com/nbalive10.