Patrick Soderlund unveils SEED at EA Play.
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Seed is EA’s new research division for cutting-edge game experiences

  • Posted byby Dean Takahashi
  • Updated
  • 1 min

Patrick Soderlund, the head of studios at Electronic Arts, announced the company has created a new game research division called Seed, or Search for Extraordinary Experiences.

He said EA is doing research on games for new technologies like Microsoft’s upcoming Scorpio video game console, which comes out this fall. The team is looking for new kinds of experiences that go beyond EA’s tentpole hits such as Madden, FIFA, and Battlefield. Soderlund said EA would reveal more projects underway at SEED.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.