With big franchises like Battlefield, Star Wars: Battlefront, Need for Speed, and more, EA has mastered making the biggest gaming experiences in the industry, but is also turning its attention to developing its technology and pushing forward the capabilities of gaming with a new initiative called "SEED."

During EA's press conference at EA Play 2017, EA highlighted its new "SEED" initiative, which stands for "Search for Extraordinary Experiences Division." The new division within EA will be focused specifically on the technical and graphical capabilities of its games, with an emphasis on "changing the way we play."

Specifically, EA expressed that the division will be a "small, stealthy" team devoted to pushing forward the company's interactive experiences with "innovative platform technology." Acting as a sort of internal incubator for the company, EA executive vice president Patrick Söderlund explained that one of SEED's big projects will be exploring "visionary content" that includes deep learning, neural networks, and virtual humans. Söderlund also added that one of the biggest goals of the team is to "blur the line between reality and the virtual world."

Few details on what exactly the team is working on are known at this time, but hopefully as E3 progresses during this week, we'll come to know a little more of what EA has in store for the new division and its focus on new tech and immersive experiences, and how they will contribute to the company's games.