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Giving Back

Earlier this week, we made an announcement that may have barely even made your radar, but I think is extremely meaningful during National Breast Cancer Awareness Month.  We have launched two initiatives that we hope in some small way will help support the goal of curing breast cancer.

- We've launched an exclusive breast cancer awareness apparel package for EA SPORTS Complex on PlayStation Home. The limited edition apparel sells for $2, it will be available through November 11 and all proceeds will go to Drew Brees's Dream Foundation charity.

- Meanwhile, our EA SPORTS Active team has partnered with Susan G. Komen for The Cure to sponsor various Race for the Cure events around the United States this month and has launched a special edition EA SPORTS Active "Pink" package, available throughout October.

As someone who has been personally impacted by this terrible disease, I would urge all of us to learn more about how we can help contribute to learning more about early detection and treatment. Go to www.komen.org for more information.

I thought of both of these initiatives this past Tuesday night when I joined nearly a thousand others from our industry here in San Francisco for the annual Nite to Unite black tie event.  While making and selling great games is our core mission in being a successful company, I'm also grateful to the people at EA and throughout the industry who recognize the need to give back, and in particular to children's causes. As a past co-chair of the event, I take great pride in what the industry has accomplished philanthropically over the past years.

For those of you not familiar with it, Nite to Unite - for Kids (NTU) is an annual dinner hosted by the ESA and supported by members of the association (companies like ourselves at EA and other publishers and related companies) and the interactive entertainment industry to raise funds for the ESA Foundation, which helps to make a difference in the lives of America's kids. To date, NTU has raised more than $10 million benefiting various organizations, and from the look of the activity around the auctions this year, it seems like we will be adding handsomely to that amount with this year's contribution.

Both the work our teams are doing to support breast cancer awareness as well as the support shown across the industry for NTU are proud examples for an industry that is all-too-often the brunt of unfair and unwarranted criticism surrounding the supposed negative impact we have on the social lives of young people here in the US and around the world.

On a lighter note, we've been thrilled with the launch of FIFA in Europe and I'm obviously anxious to see how the North American launch goes next week (Nov. 20).  As we have throughout this summer and early fall, we continue to learn a lot about the changing habits of EA SPORTS fans and their voracious appetite for online content - so much so that sometimes it threatens the integrity of our robust online servers.  We asked "How Big Can Football Get?" throughout our FIFA 10 marketing campaign, and consumers in Europe quickly overwhelmed even our most optimistic projections, shattering online records that we had just set two months ago with Madden.  We're thrilled with the interest and I'm glad our teams have solved many of the capacity issues that plagued some of you in the first few days out of the gate. 

Heading to London next week to support the NFL's continued international expansion program. New England Patriots vs. Tampa Bay Buccaneers at Wembley. Go Pats!!!