Video games have already exceeded revenues of the Hollywood box office.  Games are becoming more and more photo realistic but with that comes demands for new ways to be entertained.  The growth of family games, online game and mobile games show the strength and diversity of interactive entertainment. 
  
The rise of fitness products like EA SPORTS Active demonstrates a new versatility in this rapidly growing market.  In this exclusive presentation, EA Director Matthew Jeffery, gives an overview of the challenges facing the gaming industry, including the creation of emotionally believable characters, the creative challenges that games now possess over film and will paint an idea of how the future looks.  Given recent announcements like Project Natal from Microsoft, ending the need for game controllers and utilising full movement and speech recognition and the advent of true 3D gaming, this is a session promised to electrify the audience with innovation and new creative possibilities.  Not to be missed.

Matthew Jeffery is the Global Director of Talent Brand for Electronic Arts, the leading developer & publisher of interactive entertainment.  Games produced include FIFA, Tiger Woods, Dante’s Inferno, Harry Potter, The Sims, Spore, Godfather, Dead Space, Need for Speed, Burnout, Hasbro Games, Pogo.com online gaming and Tetris on Mobile.  

He possesses 10 years recruitment experience and over 5 years Marketing & Sales experience.  Before heading up EA’s E-Brand, Matthew was the Head of European Studio Recruitment for EA.   Matthew is well known for innovation in recruiting and for his passionate oratory and his fireworks presentation style.