So why license Epic's Unreal Engine 3 when EA already has its own in-house technology? Rein told us it was simply a matter of good sense for EA to use it. "I think it comes down to smart resource management," he told us about the EA-UE3 deal. While he felt that the Criterion Software purchase has been successful for EA, using Unreal Engine 3 would save them time and money for certain games, but it would also complement EA's own technologies (of course, Rein would not reveal what upcoming EA titles would use UE3 but it's likely that it won't be used for titles like Madden). Rein points out that a lot of other developers that already have their own engine technology also use Unreal engine tech to support their development infastructure. "UbiSoft is perhaps our most successful customer in terms of having a large number of million-selling Unreal Engine games," Rein told us, "but they also use their own in-house tech on games where they feel it fits better. There isn't a one size fits all technology for next generation development. The smart developer puts together an arsenal of the very best tools in the industry and uses them where they are most effective. At Epic we have licensed OC3's FaceFX, Ageia's PhysX, and Oberhumer's LZO Professional for inclusion into Unreal Engine 3. So clearly we're firm believers in this strategy. We also work very closely with select middleware providers to provide the best possible integration experience and support for our engine customers."