Making the Jump Steven Chiang VP, Studio General Manager Electronic Arts Tiburon

3 Apple ][GS  Successor to the Apple //e  GS = Graphics & Sound  2.8 MHz 65C816 (16 bit)  256k RAM  800k 3.5” drive  320 x 200 x 16 colors  640 x 200 x 16 colors

4 GS Demo Scene  1989 Nucleus by the FTA

5 DreamGrafix  3200 Color Picture editor  Swapped a 16 color palette per scan line

6 DuelTris  2 Player Tetris Game

7 What you will hear today  Games industry and EA  New Challenges  Final Thoughts

9  Gaming is one of the fastest growing segment of the Entertainment Industry $27 Billion in Sales Worldwide (software & hardware)  Game software has surpassed Movie Box Office Sales U.S. Entertainment Software -- $10 Billion U.S. Movie Box Office -- $9 Billion  60% of Americans play video games – 145 Million Americans Video Games – It’s Larger Than You Think

10 Not Just for Kids  Average age is 28 years old  Console gamers are: 72% Male 45% are under 18 years old 36% are 18 to 35 years old

11 Electronic Arts  World’s largest interactive entertainment software publisher with revenues of $3.13B in Fiscal  Global direct distribution in over 75 countries  > 50% of revenue comes outside of the US

12 EA GAMES EA GAMES “Challenge Everything” EA GAMES brand unifies EA’s diverse entertainment portfolio including both independent and exclusive licensed properties.

13 EA SPORTS: “It’s in the Game”

14 EA Studios  5 major studios LA, SF, Vancouver, UK, & Orlando  Developing studios Chicago, Montreal, Japan

EA Canada Vancouver, BC

EA UK

EA Tiburon Orlando, FL

18 New Challenges: Handheld

19 New Challenges: X360  November 2005  GHZ Power PC  512 MB Unified Memory  500 MHz Custom ATI  DVD 9  720p

20 New Challenges: PS3  2006  Cell Processor (7 3.2 GHz)  MB  550 MHz Custom nVidia  Blue-Ray  1080p

21 New Techniques

22 New Techniques  Shaders, Normal Maps  Self Shadowing, New Lighting, techniques  Cross functional team collaboration

23 Can a Computer Make you Cry?

24 Final Thoughts  Demo coder techniques have direct application to the gaming space  The current and future leaders of EA have very similar backgrounds as all of you

25 Quiz Char msg []={78, 111, 119, 32, 72,105, 114, 105, 110, 103, 0};