F1 2010

Monday 2nd August/... Revealing how players will become immersed in the world’s most glamorous sport, the final F1 2010 developer diary, released today by Codemasters© showcases how the team’s mantra of ‘be the driver, live the life’ has been transformed into an innovative career mode that takes players closer to the sport than ever before. The video is now available to view at www.formula1-game.com and www.facebook.com/formula1game.

As any F1 fan knows, there is more to being a FORMULA ONE driver than being the fastest person on the track. To reflect this everything in F1 2010 is experienced from the driver’s perspective, from the paddock to post-race press conference and the team garage. Players will become immersed in the building excitement and drama of a race weekend as they interact with rival drivers, team members, fans and the press which all affect the way the gamer’s career plays out. Drivers can use the media to spur the team on or to criticise the lack of car development and even to pressure rivals in the hope they fold during the Championship run-in.

To deliver the authentic feel of a GRAND PRIX ^TM event, F1 2010 recreates the hustle and bustle of the garage and paddock, complete with motion captured pit crew, race engineers and pit girls. As a race weekend unfolds, the amount of attention the player receives intensifies according to their performance on the circuit. Expectations vary from team to team, and the driver is always under scrutiny from their teammates and the media as in real life.

In the video, former FORMULA ONE driver Anthony Davidson, Technical Consultant on F1 2010, explains the unique pressures that FORMULA ONE drivers must perform under, depending on team goals and the intense rivalries that develop on the circuit, as reflected in the game. “The expectations for the driver playing the game are the same as in real life given your machinery,” said Davidson. “At the end of the day, the teammate that you have is the only direct competition you’ll have through the whole season. There’s a strange balance of having to work together but also this desperate competition. Where it gets a little bit personal is events like qualifying and the race where you’re just out there to beat him, no matter what.”

FORMULA ONE fans can view the new developer diary at www.formula1-game.com and http://www.facebook.com/formula1game. F1 2010 is coming this September for the Xbox 360 ^® video game and entertainment system from Microsoft ^® , PlayStation ^® 3 computer entertainment system and PC Games For Windows ^® .

ABOUT F1 2010

F1 2010 is the official game of the 2010 FIA FORMULA ONE WORLD CHAMPIONSHIP and will include all of the official teams, drivers and circuits from this thrilling season. F1 2010 will challenge players to take on the best drivers on the planet in a range of game modes, from quick-fire races to full GRAND PRIX weekends and a career mode that can span either three, five or seven years.

In production at Codemasters Studios Birmingham, F1 2010 is being developed on the EGO ^TM Game Technology Platform, an evolution of the engine that powered the critically acclaimed, million-plus selling Colin McRae ^TM : DiRT 2 and Race Driver: GRID ^TM . The award-winning, under-the hood tech has been tuned to recreate the unique aerodynamics and handling of 200MPH+ FORMULA ONE cars for players to feel the thrill of competing at the pinnacle of motorsport.

MEDIA INFORMATION:

Andy Gray, Communications Manager

Andy.gray@codemasters.com

Codemasters (UK) 01926 814 132

Adrian Lawton Communications Manager

Adrian.lawton@codemasters.com

Codemasters (UK) 01926 814 132

Richard Eddy, Director, Communication

Rich.eddy@codemasters.com

Codemasters (UK) 01926 814 132

Consumer Lifestyle PR

Codemasters@bhpr.co.uk

Barrington Harvey (UK) 01462 456 780

PRESS RESOURCE WEB SITE

Download game artwork, screens and essential Codemasters’ press materials direct to your desktop from: http://www.codemasters.com/mediabank

ABOUT CODEMASTERS

Codemasters is a leading developer and publisher of best-selling interactive entertainment products for a global audience across multiple gaming platforms and channels. Established in 1986, the company’s dominant brands include the BAFTA award winning Race Driver GRID, Colin McRae DiRT, Overlord, Operation Flashpoint; the company also retains the exclusive worldwide FORMULA 1 video game rights. Codemasters is headquartered in Warwickshire UK, with North American operations based in Universal City, Calif. The company also maintains operations in Japan, Germany, France, Spain, Benelux and Malaysia. Codemasters receives over two million visitors to its web site every month, discover why at www.codemasters.com

© 2010 The Codemasters Software Company Limited ("Codemasters"). All rights reserved. "Codemasters” ^® and the Codemasters logo are registered trademarks owned by Codemasters.

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