EA Sports' Peter Moore

The space ponchos episode... Sounds like something from Doctor Who.

I was there, yes. I thought it was very interesting. Different.

Yes. Interesting because it's Cirque de Soleil. Different because... Whodathunkit? Cirque de Soleil, E3, motion control...

Aaaaaaah.

That's a strange hypothetical... I don't know. On my watch we launched Xbox 360 with The Killers and Snow Patrol and Kasabian, instead of doing it at a trade show... So who knows? That was my watch and it was my idea to do that.

No. I'm saying that when I was there we did something very different and interesting, not a normal console launch. We did a lifestyle-type launch with cool bands. We got a lot of abuse, but that was interesting and different. Who knows? I don't know. I'm sure I found it very interesting and very different. And there's nothing wrong with either of those things.

Dana has not kept them out. One of our cover boys is UFC fighter Randy Couture. We brought MMA to E3 this year with an actual match - I thought it was interesting and different to flip from the Nintendo press conference to a mixed martial arts fight in 24 hours.

Dana has got a great US base and promotional fight circuit in UFC. We take a more global view. We're going to continue to invest heavily in the sport itself. Dana is Dana.

No I'm not. That is official. He's never asked me and I'm a little affronted.

Yeah, no.

That's a great question. We continue to be great fans of the sport. There are existing licences with Sony and 2K Sports and we wouldn't dream infringing upon those. But we've had great relationships with Major League Baseball and the Players' Association for many years. Those continue, but there are no announcements to be made right now.