Electronic Arts Set To Open EIEF06

Thursday 23 March 2006/... The Edinburgh Interactive Entertainment Festival (EIEF06) schedule is firing up with David Gardner, Executive Vice President, Chief Operating Officer of EA's World Wide Studios, today confirmed as first Keynote speaker for the conference this August.

Chris Deering, former President of Sony Europe and chairman of EIEF06, commented: "To have one of the world's most successful publishers kicking off what will be two days of provocative seminars and creative screen presentations covering the broad-based landscape of interactive entertainment is a compelling example of what delegates should expect from this year's festival. David Gardner's breadth and depth of experience in the games industry with the world's leading publisher signals the breed of expertise and forward thinking that will characterise this year's festival."

Deering continued: "As games, movies and other entertainment channels move ever closer, we need to open our minds to new creative frontiers as well as new platforms and business models if we, collectively, are to persuade time-strapped consumers to allocate their valuable leisure hours to interactive entertainment."

Industry luminaries and the game-loving public will descend on the Scottish capital on 21st - 22nd August for the fourth Festival. EIEF06 celebrates the best of the interactive entertainment industry and creates an environment where the development and publishing community can celebrate the latest creative milestones and look to future innovations.

The EIEF06 programme of events consists of:

• Two days of conference sessions - The Industry Conference will take place at the Royal College of Physicians on 21st August and at the Odeon, Lothian Road on 22nd August

• Game Screenings - Offering members of the public a chance to get up close with the creators of some of the leading video games at the Odeon, Lothian Road - 22nd August

• Edge Award - Key industry figures will gather at the Jam House for the annual Edge Award and networking party - 21st August

The official website - www.eief.co.uk - will be going live shortly.

About David Gardner:

Mr. Gardner has served as Executive Vice President, Chief Operating Officer Worldwide Studios since September 2005. Previously he served as Vice President, International Publishing since April 2004. He previously held the position of Senior Vice President and Managing Director, European Publishing from May 1999 to April 2003. Prior to this, he held several positions in EA Europe, which he helped establish in 1987, including Director of European Sales and Marketing and Managing Director of EA Europe. Mr. Gardner has also held various positions at Electronic Arts in the sales, marketing and customer support departments since joining the company in 1983.

About EIEF06

The Edinburgh Interactive Entertainment Festival EIEF) is managed by a committee drawn from all areas of the industry, including publishers, developers and the two industry trade bodies; The Independent Game Developers Association (TIGA) www.tiga.org and the Entertainment & Leisure Software Publishers Association (ELSPA) www.elspa.com.

About ELSPA

ELSPA (The Entertainment & Leisure Software Publishers Association) was founded in 1989 to establish a specific and collective identity for the computer and video games industry. Membership includes almost all companies concerned with the publishing and distribution of interactive leisure software in the UK. ELSPA's activities include: Official Chart and Industry Reports, Anti-Piracy UK and EU, PR and Communication, and Government Lobbying. More information all these activities can be found at http://www.elspa.com.

About TIGA

TIGA (The Independent Game Developers Association) is the trade association which represents the business, commercial and political interests of game developers in UK and Europe to government, EU, Publishers and Financiers. Its members are both independent and in-house studios of companies producing for games consoles, PC handheld, and mobile and iTV games. Launched in March 2001, by DTI Minister TIGA has more than 90 member companies that collectively represent expertise from right across the industry. TIGA works to raise the bargaining power of the UK developer community promoting communication between developers and publishers and those that provide services to them: TIGA aims to benefit its members' businesses and creative interests by encouraging a better climate for investment in games, best business practice, dialogue and favourable terms with publishers and by lobbying for government support to the industry. www.tiga.org