This isn't about the announcements or anything, this is just about the media coverage of Ultima Forever. Ultima Forever News Coverage | The Ultima Codex Wired PC Gamer Gamespot Ars Technica Rock, Paper, Shotgun Destructoid Kotaku IGN Massively A lot of other sites that weren't mentioned like MMORPG.com and MSNBC (thank you GalenKnighthawke) There are those who think that EA needs to advertise UO. I don't think you can really advertise UO in its current state, but this proves that EA would get plenty of media coverage for free if they did something significant with UO. A lot of videogame writers grew up with the Ultima games or heard stories about them. It's like how Massively seems to work a mention of UO into at least one story a week, even if it's talking about UO's early days. The media wants to talk about Ultima, and I think they'd like to talk about UO, they just need something to talk about.