adidas with EA SPORTS and IAH Games Enhance FIFA World Cup Experience

Got this Press Release from addidas. adidas Singapore announced a collaboration with EA and IAHGames, for EA SPORTS FIFA Online 2 and the new 2010 FIFA World Cup™ game mode. More pictures and Press Release after the break.

adidas Collaborates with EA SPORTS™ and IAH Games to Enhance

FIFA World Cup™ Experience for Consumers

Deepest In-Game Product Integration Ever in Asia

Singapore, 21th May 2010 — Today, adidas Singapore announced a unique collaboration with Electronic Arts Asia (“EA”) and IAHGames, for EA SPORTS FIFA Online 2 and the new 2010 FIFA World Cup™ game mode.

With this collaboration, football fans and gamers in Asia will now be able to make their virtual players run faster, accelerate past defenders, pass the ball more accurately, and score the winning goal with more powerful and accurate shooting, all by using actual adidas star products within the game!

This deep in-game product integration with adidas in the new 2010 FIFA World Cup™ game mode is a first for FIFA Online 2 in Asia and players will have their game experience enhanced with the adidas FIFA World Cup™ Zone and Golden Ticket System.

In the adidas FIFA World Cup™ Zone, gamers will be able to bring their favourite adidas football equipment into their FIFA Online 2 games. Featuring virtual versions of adidas’ top products like the F50 adizero, Predator® X and the TECHFIT™ PowerWEB range of performance garments, gamers will be able to improve and boost their team and player performance by purchasing these virtual items from the adidas FIFA World Cup Zone.

In the adidas Golden Ticket System, FIFA Online 2 gamers will be able to collect adidas Golden Tickets after every match played. As they accumulate these Golden Tickets, they will increase their chances of winning the Grand Prize of an all-expenses paid trip for two to watch an exciting UEFA Champions League match, as well as other attractive adidas football merchandise.

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“Consumers will now be able to further enrich their World Cup experience with the ability to bring real-world adidas products into the virtual”, said Marcus Chew, adidas Senior Manager, Brand Communications, Area SEA. “Like the real-world products, the virtual ones you buy will have the same product attributes, and enhance your player’s performance as it would in reality, so even if you don’t play football in real life, you’ll still be able to experience the benefits of adidas products.”

He continued, “This is the first time we are harnessing such a platform to communicate our products benefits, and we are confident our consumers will enjoy the opportunity to ‘try out’ the products without having to purchase them first!”

“adidas and EA SPORTS have worked closely for many years, and we’re very excited that with this collaboration, Asian football fans and FIFA Online 2 gamers will now be able to experience the game in a whole new way with the adidas FIFA World Cup™ Zone, and stand to win fantastic prizes with the adidas Golden Tickets. We’re confident that these in-game integrations will help to enhance their FIFA World Cup™ experience”, said Tuan Pham, Online Country Manager SEA, EA Asia.

“Delivering a total experience  is our way of giving football fans around the region an opportunity to ‘be in control’ of their own virtual World Cup journey, and we are thrilled that adidas has come in to kit out the teams in real life, and virtually,” said Jonathon Sze, General Manager of EA SPORTS™ FIFA Online 2 at IAHGames

Building on the best selling EA SPORTS FIFA series, EA SPORTS™ FIFA Online 2 delivers a combination of precision game play, deep customization and pure football authenticity. The game challenges players to build and grow their ultimate team, gain experience points and other rewards with every accomplishment, trade favourite players, upgrade and customize their skills and attributes – all in-depth metagame features that enable players to enjoy a richer and more involving football experience.

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EA SPORTS™ FIFA Online 2 is currently in operation in South Korea, China, Japan, Singapore, Malaysia, Thailand and Vietnam. With a registered user base of more than 15 million, EA SPORTS™ FIFA Online 2 is the number one football simulation game in Asia.

Play the game for yourself at

About adidas Football:

As the global market leader in football, adidas is the partner and supplier of numerous football federations on both an international and national level. adidas is Official Partner of football’s leading international bodies FIFA, UEFA and CAF, and is Official Sponsor, Supplier and Licensee to all FIFA World Cups(tm) until 2014, Official Supplier to Major League Soccer (USA) and the UEFA Champions League. National teams equipped by adidas include Argentina, Germany, Spain, Mexico, Japan, Russia, China and South Africa, host of the FIFA World Cup 2010(tm) as well as a further fifteen African teams. adidas is also official supplier to prominent football clubs including AC Milan, Chelsea FC, FC Bayern Munich, Liverpool FC and Real Madrid. Additionally, stars such as Lionel Messi, Michael Ballack, Kaka, David Beckham, Petr Cech and Steven Gerrard represent their respective clubs wearing state-of-the-art adidas football equipment.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EATM, EA SPORTSTM, EA Mobile TM and POGOTM. In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 titles that sold more than one million copies. EA’s homepage and online game site is More information about EA’s products and full text of press releases can be found on the Internet at

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About IAHGames

Headquartered in Singapore, IAHGames is a leading publisher, operator and distributor of interactive entertainment. The company currently operates award winning titles including EA SPORTS™ FIFA Online 2, Granado Espada, Dragonica and distributes Take Two Interactive products such as Grand Theft Auto IV™ and the NBA®2K series. One of the first online games companies in the world to receive ISO 9001: 2000 certification for “Distribution and Operation of Online Games,” IAHGames executes a unique “One Market, One Asia” strategy that offers developers and publishers a one-stop distribution service for multiple countries.

More screenshots.