EA executive Andrew Wilson came on stage to show off the first actual gameplay of any Xbox One title when he announced a "broad partnership with Microsoft" that will include exclusive content for FIFA 14's Ultimate Team mode on Xbox.
The four games shown were FIFA 14, Madden NFL 25, EA Sports UFC and the new NBA Live - all four titles will make use of the new EA Sports Ignite engine and will launch within the next 12 months.
Exactly what this "broad partnership" will entail is going to be interesting.