Armes started things off with a bang, making a bold prediction that Europe--not America--would be the leader of next-generation console development. "This is the next breaking spot for creative development--where we break in the next generation," he told an admittedly sympathetic crowd. "The UK is to gaming in [the] '00s what it was to pop music in the '60s. The world wants your games."

To prove his faith in the future of British development, Armes revealed EA European Studios' plan for rapid expansion. Currently, the internal developer employs 350 people in three locations: Chertsey, EA Northwest, and the recently acquired Criterion Studios. Armes said he plans to add at least 200 more staffers over the next two years, most of which will be hired locally. Armes also said EA has invested $250 million in its UK operations, and it plans on spending much more. In addition, he said the company would continue to work with indecent developers under its EA Partners program: "The EAP model works perfectly, finding young talent and nurturing it."