SEED is a stealthy, high-tech incubator inside EA

Today at its pre-E3 press conference, Electronic Arts announced the Search for Extraordinary Experiences Division, or SEED. It’s an internal incubator focused on cutting edge technology.

EA executive vice president Patrick Söderlund took the stage in Los Angeles to unveil SEED, saying that it’s a team he works with every day. It was described as a small, stealthy team that is exploring “visionary content” including deep learning, neural networks and virtual humans.

“We want to blur the line between reality and the virtual world,” Söderlund said. “What if instead of giving millions of players control of a single virtual character, we had games will millions of characters shaped by you, our players?”

Little is known about what the SEED team is working on. Söderlund quickly transitioned into a discussion of the upcoming Xbox Scorpio and a new game from BioWare. We expect to learn more about the studio throughout the week.