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All right we're gonna take you back to Silicon Valley.
-- -- fine electronic electronic arts in our American icon series.
These payment is they're getting unprecedented access to the latest live.
We -- it took over here.
We saved one of the best selling games here -- electronic arts a six billion dollar.
A video game company here in North America for the last and that would be the need for speed up got.
One of the top producers on this -- a lot of people work on it but here's Jesse -- -- -- -- -- well this thing -- what seven million copies last year.
And it's one of those -- what they call these ones that sell more than a hundred million copies -- -- AAA what is the excitement what is the thriller about the -- club.
-- proceed sip does bring in the first person driving experience -- racing for the first time so all the views of the cars really the way we are -- from the cockpit from the driver's seat.
A lot of the experience the things we've modeled in the camera system.
Modeling GeForce modeling the effects the crash.
Certainly the PC is an area here are selling with the.
Well now we've declared that you can actually buy this part of it but it's the game that -- -- for what's the price point boats around sixty dollars I'm guessing here in the US that's right yeah.
And you love doing this -- how long have you been an electronic -- for about fourteen years since 1995.
And -- we -- our inception on cemetery were out of the -- when there's need for speed shift and that's what this -- and then there's need for speed nitro which isn't it pretty much an exclusive Wii game correct that's sad that we and yes -- -- -- on the Nintendo platform can't make -- big pitch on why people should be used their hard earned money if maybe they're gonna lose their job the economy's tough.
But they're looking to buy -- holiday gift because you know this is what I know electronic arts is really looking for is that holiday sale.
Absolutely well what you get is you get really cool innovative.
Need -- -- product on the next gen platforms out this PC scenario obviously -- -- preeminent display of what's possible that -- sovereign yesterday.
And the PSP.
You have a full variety of platforms support you have even the mobile support you have everything you can do without need for speed game in shift in that -- drivers experience on the next and hot.
Well we only got a few seconds let's let's not try absolutely -- Palin hair they can you can tell us what you think about this well okay some innocent -- Practice time on the track I need some Dramamine because someone that I might really wanted to it's not just when you do -- gets a pick someone like you say here gonna start the race -- When that flag drops it's time it's -- that up and take this Audi.
Gonna end up in traffic school because.
It's not easy.
Now it's all about her out of control.
And watching the -- line for indications about when the great -- for the game is actually doing a large number of assists for you why my -- already.
Just where you started in the -- some already on the I'm practicing already out again I asked him is the effects of the crash that it's never been that -- an amazing game I think.
That's a big that they are part of -- fun.
And again from the driver's seat you get them physiological effect of the crash on the drive okay it's a very big clamp.
What racing is very emotional very physical -- -- -- is the producer of this game need for speed David -- it's been an amazing day here as an American icon electronic carts number one audio and video game maker.
In the nation but -- -- they're fighting for that position and we hope that we've shown people the inside of a business.
Back -- you be careful because that air bag is about to pop out of the steering wheel you've got to be very careful lives.
-- see you have a hard thing.
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