At E3 this week Electronic Arts (EA) added to some of its most popular franchise title including Madden NFL, NHL, Dead Space, and Medal of Honor, and opened new fronts in social play, mobile and online gaming.
Take a look at the inside of EA's booth at E3.
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Madden NFL 13
Something called the "Infinity Engine" had people talking following the press conference this week when EA unveiled the latest incarnation of the Madden football franchise.
Madden NFL 13's "Infinity Engine" is "a system that augments animation based on contact with other players or objects on the field," an enhanced AI meant to deliver an extra level of authenticity to Madden NFL 13.
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Inside the circular EA booth, it's an audio and visual attack from all sides, and gamers game and trailers show the newest, greatest hits from Electronic Arts' developers.
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On the ice with NHL 13
The developers say they spent more than triple the amount of usual time working on the AI system in NHL 13 than they have in previous years, resulting in drastically improved skating, player awareness, and goalie animations.
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Inside the convention center it's all NHL 13, but just outside at the Staples Center, the Los Angeles Kings are trying to wrap up their season with a Stanley Cup championship tonight.
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A zombie on the loose from EA's popular "Plants and Zombies" is in search of brains at the EA booth on the expo floor.
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Headphones on and heads up
Put your headphones on and keep your eyes peeled for the Battlefield 3 Premium expansion packs.
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Crysis 3 screening
Theaters at the EA booth showed gamers game play trailers of what they can expect from coming titles recently announced.
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Playing Battlefield 3 expansion packs
Playing Battlefield 3 expansion packs in the EA booth Wednesday at E3.
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EA studio DICE announced premium membership features for Battlefield 3 this week at E3.
The $49.99 upgrade gets five new expansion packs: 'Battlefield 3: Back to Karkand', and 'Battlefield 3: Close Quarters', both available now, and 'Battlefield 3: Armored Kill' coming in September 2012, 'Battlefield 3: End Game' coming in December 2012, and 'Battlefield 3: Aftermath' coming in March 2013.
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Still looking for more gamey goodness? Wander over to CNET's full coverage of E3 at reviews.cnet.com/E3/.