The first step to improvement is knowing where you fell short. NBA Live 10 (Xbox 360, PS3, PSP) producer Sean O'Brien did just that in his EA Sports blog post, humbly admitting that NBA Live does need improvements to catch up to the superior 2K Sports franchise. In addition, the Electronic Arts exec promises that such improvements will be made and that NBA Live 10 will mark the the franchise's comeback.

Finally stepping up to the plate in defense of video games is Electronic Arts exec Peter Moore -- and to Mr. President, Barack Obama himself, no less! After recommending that kids should play out in the sunshine more rather than play videogames indoor, in his speech to the American Medical Association, Obama has now been challenged by Moore to get into a 30-Day Challenge.

Nothing feels quite like taking it strong against the defenders and scoring that sweet, sweet top-corner goal. For FIFA 10, Electronic Arts decided to raise the bar to give you a much better experience than any FIFA game before it. Learning from a massive 275 million games played online, EA Sports gathered all the feedback and input from players and their games to bring new innovations for the soccer sensation. So what did they come up with? Hit the link for more.

We've had Tecmo, then Sega, now the spotlight turns to Electronic Arts as the publisher now reveals its lineup for the coming Electronic Entertainment Expo. The publisher has whipped out a huge list of games, spanning across all gaming platforms, including ones from the EA Sports and EA Mobile divisions. Complete list after the jump.

After last week's rather paltry offerings, we finally get a hefty bunch of new releases. The PSP gets the shaft again this week with no releases, followed by the PC which has only one actual playable new game out. OK, there are two PC titles in the list, but come on. Hannah Montana? Meanwhile, the DS gets more than the usual amount of good games. Really, there are only a couple of shovelware titles in there. Usually they make up like 60% of the DS list. The home console releases are also in top form. Read on for the rest of this week's software releases!

As with all covers of sports titles, Madden NFL 10 (Xbox 360, PS3, Wii, PSP, PC, PS2) gets to showcase the figurehead of what the sport is all about. This year, however, Madden NFL 10 gets not one, but two coverboys sharing the spotlight, and with the announcement from EA Sports, we finally know who they are. No drumroll necessary, just a click to the full article will do.

John Madden may have retired, but the EA Sports football franchise lives on in Madden NFL 10. Here we have the debut trailer for the PS2, PSP, and Wii versions, and another for the PS3, Xbox 360, and PC versions. Now let's see if they can still throw the ol' pigskin like they used to.

Target just announced that their new preorder program will give you GiftCards upon claiming your reserved games, giving you a little bit of honey for your money. It's like getting a mini-refund or a rebate as a reward for your reservation. Details after the link.

"Exclusivity is something that doesn’t truly exist in this cycle. What does exist is first-party product. That’s your exclusive product," says SCEA's John Koller. "...We don’t feel the need to write cheques necessarily with every publisher, like [Microsoft] did with the Lost and Damned and some other titles, because we feel very strongly in our first-party line-up."

Woot. What's to look forward to this year for the PSP? Yeah sure, Dissidia's on top of my list, but what else is there? True enough, there are unannounced titles already being worked on - and consider this a confirmation! Lots and lots of confirmation, that is! Following last week's announcement of PS3's 2009 line-up, we now have SCEA's PSP press release: LittleBigPlanet, MotorStorm, Rock Band - all confirmed! Plus an all-new Assassin's Creed too! We also get to see a new PSP color too! Some Lilac luvin' for the ladies, mmm hmm!