Scaleform Announces GFx 3.0 and New Video Solution

GREENBELT, Maryland - Release accelerates workflow, productivity, and establishes new
standard for quality

Scaleform(R) Corporation (Scaleform), the groundbreaking force in
interactive entertainment middleware and user interface (UI) engines for
video games, today announced Scaleform GFx(TM) 3.0, with powerful new
features, optimizations and a new premium video module that enables game
developers to cut costs and minimize development risk while advancing game
quality. Scaleform GFx 3.0 alpha is available for qualified developers and
will be featured at the GDC 2009 Expo from March 25-27 in San Francisco, CA.
Special introductory pricing is available through March 31, 2009.

(Logo: www.newscom.com/cgi-bin/prnh/20090312/NY82350LOGO )

Scaleform GFx 3.0 is a major release that introduces new productivity
tools to speed the creation, assembly and optimization of UI elements. It
significantly accelerates workflow to empower artists and designers to design
more freely and autonomously, while allowing programmers to focus on creating
the highest quality gameplay rather than building time-consuming custom
tools.

“Our objective to ensure Scaleform is synonymous with competitive
advantage for game developers and publishers achieves a new standard with
Scaleform GFx 3.0,” said Brendan Iribe, president and CEO of Scaleform.
“Scaleform GFx 3.0 delivers a new workflow paradigm including a fully
integrated Scaleform Video(TM) module, complete prebuilt Adobe(R) Flash(R) UI
component set, and other substantial productivity enhancements. With
Scaleform GFx 3.0 improving our customers’ production process, an investment
in Scaleform is an investment in a team’s ultimate success.”

“Scaleform has enabled BioWare to accelerate our workflow processes,
which helps us ensure our games are consistently high quality,” said Dr. Ray
Muzyka, general manager and CEO of BioWare, the award-winning developer of
Mass Effect(TM) and the highly anticipated Dragon Age(TM): Origins, and
general manager and vice president, Electronic Arts. “Scaleform’s middleware
allows our creative talent to focus on higher level tasks, helping BioWare’s
teams fulfill our mission to deliver the best story-driven games in the world
to our fans.”

Scaleform GFx 3.0 feature highlights:

- Scaleform Video(TM), powered by the award-winning CRI Movie(TM) from
CRI Middleware (www.cri-mw.com), is a premium module licensed directly
From Scaleform that allows game designers to add high performance
video playback capabilities to their Flash assets. Unlike existing
video engines, which are focused solely on standalone full screen
video, Scaleform expands the possibilities and workflow with fully
integrated Flash video component support. Using the new Scaleform Video
module, developers can play high-resolution, noise-free videos for
intro logos, main menus, HUDs, in-game textures, full-screen cinematic
cut scenes, and “green screen” per-pixel alpha composited effects. The
CRI Movie codec was selected due to its proven success in hundreds of
games and significant playback and encoding advantages over existing
video codecs. See companion announcement, Scaleform and CRI Middleware
Announce Exclusive Licensing Agreement
(https://www.scaleform.com/press_03_12_2009_2) for more information.

- Scaleform CLIK(TM) (”Common Lightweight Interface Kit”) helps
accelerate the design and development of UIs on multiple platforms
including PCs, consoles and mobile devices. Architected by the
gskinner.com team, led by world-famous Flash expert Grant Skinner, the
Scaleform CLIK component architecture and workflow enhancement tools
enable users to rapidly create sophisticated user interfaces from
prototype to final design. By easily iterating the look and feel
through all stages of the development pipeline, Scaleform CLIK
dramatically reduces the time and costs of developing UI elements.

- Scaleform AMP(TM) (”Analyzer for Memory and Performance”) is designed
to offer insight into memory usage and other important performance
metrics developers require to improve real-time playback. This critical
new feature set allows users to quickly optimize content by making it
easier to identify inefficiencies and hot spots, enabling faster
iteration and integration.

- Garbage Collection enables more efficient programming by detecting and
removing circular references in ActionScript(TM) code via an optimized
reference count collection algorithm. Developers no longer have to
worry about ActionScript memory leaks.

- Audio Playback for sounds embedded in Flash SWF and Scaleform GFX
files, as well as multichannel audio from Scaleform Video playback.

“Scaleform CLIK is great for building video game user interface elements
faster than ever before,” said Graham Wihlidal, senior programmer, BioWare.
“Scaleform has demonstrated its on-the-ground understanding of production by
architecting a framework that truly accelerates development. Scaleform CLIK
provides more control to UI designers, while offering an increased pipeline
and runtime consistency that is needed for console development.”

Details on these features, as well as more information on enhancements to
the Scaleform IME (”Input Method Editor”) Module and tighter game engine
integration with leading engines such as Epic Unreal(R) Engine 3, Emergent
Gamebryo(TM), and Crytek CryENGINE(TM) can be found at the Scaleform website
(https://www.scaleform.com/products_gfx).

Availability, Pricing and Special Introductory Offer

Scaleform GFx 3.0 Alpha is available now. The new release will introduce
new pricing that aligns with the value of the Scaleform GFx 3.0 feature set
and functionality. Scaleform Video is licensed separately and is available
directly from Scaleform worldwide, with the exception of Japan, where it is
available for license from CRI Middleware.

As a special introductory offer, Scaleform is offering pricing that
enables customers who purchase prior to March 31, 2009 to secure the full
Scaleform GFx 3.0 release at the Scaleform GFx 2.2 price, plus receive the
new Scaleform Video module for free. Contact sales@scaleform.com for more
information on this promotion.

About Scaleform

Scaleform Corporation revolutionizes the interaction between humans and
media with its groundbreaking user interface (UI) design environment for
video games. Enabling a new way of crafting media, Scaleform functions as an
extension of its clients’ teams, enhancing and streamlining the development
process with technical ingenuity and accelerated workflow while lowering
risk. The company’s flagship solution, Scaleform GFx, is fast becoming
ubiquitous in UI design, driving over 300 titles worldwide across multiple
platforms, and is integrated with leading game engines for rapid,
artist-driven UI and casual game development on PC and console systems. Visit
Scaleform at the GDC 2009 Expo March 25-27, Booth 6018, North Expo Hall.
www.scaleform.com

About BioWare

BioWare develops computer, console, handheld and online video games
focused on rich stories and memorable characters. Since 1995, BioWare has
created some of the world’s best-selling titles including the award-winning
Baldur’s Gate(TM) and Neverwinter Nights(TM) series, Star Wars(R): Knights of
the Old Republic(TM) and Sonic Chronicles: The Dark Brotherhood for the
Nintendo DS(TM). Original BioWare-created intellectual properties include
Jade Empire(TM) and the 2007 Game of the Year, Mass Effect. With studios in
Edmonton, Canada, and Austin, Texas, BioWare is hard at work on the epic
fantasy RPG, Dragon Age(TM): Origins, and a story-driven MMO, Star Wars(R):
The Old Republic(TM) as well as several unannounced projects. In 2008,
BioWare was acquired by the world’s leading electronic entertainment
publisher, Electronic Arts. For more information on BioWare, visit
www.bioware.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 Freestyle(TM) and POGO(TM). In fiscal 2008, EA
posted GAAP net revenue of $3.67 billion and had 27 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 info.ea.com.

*BioWare, Mass Effect, Dragon Age and Jade Empire are trademarks or
registered trademarks owned by EA International (Studio and Publishing) Ltd.
in the U.S. and/or other countries. EA, EA SPORTS, EA SPORTS Freestyle and
POGO are trademarks or registered trademarks of Electronic Arts Inc. in the
U.S. and/or other countries. Xbox and Xbox 360 are trademarks of the
Microsoft group of companies. All other trademarks are the property of their
respective owners.

All trademarks and copyrights contained herein are the property of their
respective holders.

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press releases, please contact press@scaleform.com

Source: Scaleform Corporation

Wendy Beasley, +1-919-949-2406, press at scaleform.com / Logo: https://www.newscom.com/cgi-bin/prnh/20090312/NY82350LOGO