Creative Review: Creative director of EA Sports’ FIFA games would sound like a dream job to many – can you tell us how long you have been doing this, how you got into it and how you define your current role?
Matt Prior: I have been with EA for about 13 years and started at the most grass roots of levels, as a QA [Quality Assurance] tester. I actually started on [car racing game] Need For Speed but my love of football soon got me onto FIFA QA and then into production and then up to the creative director role. That’s one of the great things about EA, it doesn’t really matter how you got here, as long as you can prove you are great at what you do and have a passion for it, which I think is as it should be within the creative industry. Essentially I started in the trenches and many other producers did likewise.