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Electronic Arts (NASDAQ: ERTS) is one game play that's expected to weather the "frugal consumer" era reasonably well, hence I'm Reiterating my Buy rating for the company, first recommended on June 11, 2009 at a price of $21.87. Near-term, a great deal is riding on ERTS' signature franchises, Madden NFL and NCAA Football, and the company also will have to introduce a new, innovative game if it hopes to maintain momentum created by the earlier franchises. Given that downside risk, there's a Revised Sell/Stop Loss, up to $13 from $11. The First Call FY2010/FY2011 EPS estimates for ERTS are 93 cents to $1.20.
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