00:07I don't care what language you speak or what country you come from, at the end of the day
00:12we're all human beings and fighting's in our DNA. We get it and we like it.
00:24It is great to be down under. I'm from China. In Tokyo, Japan. Back in Canada. Rio de Janeiro, Brazil.
00:33Abu Dhabi. The UK. Germany. Sweden.
00:41And here we go!
00:43Oh! Everyone is on their feet for this. Oh! Oh, he got attacked!
00:51Oh! Oh, look at this! It's all over!
00:57Oh my goodness.
01:01These guys are true professionals. Great show of respect between these two fighters.
01:07Welcome to the Ultimate Fighting Championship World!
01:17Mein Dahmer und Ehren, live from Cologne, Germany, it's time!
01:29Introducing first, hailing from G-Long, Victoria, Australia, by way of California.
01:35He is the head of EA Sports, ladies and gentlemen, Andrew Wilston!
01:46And, hailing from Birmingham, England, by way of Las Vegas, he is the head of the UFC in Europe, ladies
01:55and gentlemen, Gary Clark!
02:06Bruce Buffer, ladies and gentlemen, the voice of the UFC.
02:11Thank you.
02:16Now, tell me you don't want to get announced like that for every meeting you go to from here on
02:21out.
02:21Now, Gary, fighting, it's in our DNA, and the UFC is unquestionably the future of professional fighting.
02:32Yeah, the UFC showcases the highest level of competition of the modern mixed martial artist.
02:40Our athletes undergo rigorous training across a multitude of martial arts disciplines, including popular Olympic sports like boxing, judo, wrestling,
02:54and, of course, taekwondo.
02:57Now, some of you know how passionate I am about mixed martial arts and the UFC, and I'm not the
03:04only one.
03:05All over the world, people from all walks of life have embraced MMA and the UFC, whether it's your neighbour
03:12next door or some of your favourite athletes and celebrities.
03:17It really is an incredible phenomenon, and we at EA Sports couldn't be more excited to bring this sport to
03:24all of you in spring 2014.
03:27Thanks, Andrew, and it's good to be up here with somebody so passionate.
03:31You know, the UFC is the world's fastest-growing sport.
03:35We have athletes representing 37 countries.
03:40We broadcast our events in over 28 languages.
03:45And we've established major broadcast partnerships in 145 countries around the world.
03:53And in 2014, you'll see more live events.
03:58England, Sweden, Poland, Ireland, Turkey.
04:03And most importantly, we will be back in Germany in 2014.
04:15It's a sport with unparalleled excitement, athleticism, and emotion.
04:21Now, to show you how we at EA Sports are going to allow fans to experience it, here is the
04:26creative director behind EA Sports UFC, Brian Hayes.
04:38Thanks, Andrew.
04:40I'm here today representing a tremendously talented team from EA Canada, hard at work on EA Sports UFC.
04:46It's a group of people that have worked on outstanding games like EA Sports FIFA, NHL, SSX, and of course,
04:53Fight Night.
04:55Using the power of the next-gen consoles and the EA Sports Ignite engine, our goal is to bring you
05:00inside the UFC octagon and make you feel the fight like never before by delivering true player motion and human
05:06intelligence in the game.
05:07Now, we're about nine months from hitting the shelves, so early days.
05:12But our fans are really excited to see this game in action, so for the first time today, we're going
05:17to show some pre-alpha gameplay featuring Jon Jones and Sweden's own Alexander Gustafsson,
05:22who are actually fighting each other in about one month at UFC 165, so check that out if you're interested.
05:28Feel the fight means bringing these guys to life like never before, with the most realistic fighter-likeness we've ever
05:34delivered,
05:35combined with a new facial animation system that'll make them seem more intelligent, more aware, and more alive.
05:41That means guys like Jones and Gustafsson will look precisely like themselves, from Jon Jones' long arms to Gustafsson's cauliflowered
05:48ears,
05:48and they'll act more like living, breathing human beings, not just a couple of action figures.
05:54Feel the fight means these guys are going to move around the ring with the ring,
05:57with a real sense of weight and momentum, and utilized an enormous variety of strikes.
06:02Precision movement is our new locomotion system, and it prevents the fighters from sliding and floating across the surface of
06:08the octagon,
06:09and it makes our dynamic striking more impactful by allowing them to really plant their feet on the floor.
06:14Unless, of course, they plant their feet somewhere else, like Jones does here, with a Superman punch off the side
06:19of the cage, which is just pretty cool.
06:22Finally, feel the fight means showing you the effect a UFC fight has on the human body,
06:26especially when it goes to the ground.
06:28So after a big takedown, Gustafsson tries to lock in a guillotine choke,
06:31where we see our real-time exertion and full body deformation systems take center stage.
06:36You can see him grimacing with effort, tendons and veins bulging out, his face turning red as he tries to
06:40finish the submission.
06:41And it's not a good situation for Jon Jones.
06:43You can see the fighters' bodies deforming each other where they come in contact,
06:46the pressure building on his neck as Gustafsson struggles to try and make him tap out.
06:51That's all happening inside EA Sports UFC right now.
06:55And like I said, we have about nine months to go before we hit the shelves, so I hope you'll
06:59agree,
06:59we're poised to deliver an authentic, fun, and accessible UFC experience.
07:04EA Sports UFC is coming Spring 2014 to both the Xbox One and PlayStation 4.
07:08Thank you.
