Method Studios

As Method Studios continues to scale as a global creative force, the company announced Method EXP, its dedicated production group creating world-class immersive experiences, formerly known as Deluxe VR. Long-time EA Electronic Arts (EA) executive Sinjin Bain has joined to lead Method EXP as SVP, Global Head of VR/AR, reporting to President and GM of Method Studios, Ed Ulbrich.

Method EXP tightly unifies the CG and design artistry of Method Studios worldwide with AR/VR strategists, directors, technologists and producers to envision and create immersive experiences for all platforms. Bain brings deep connections in gaming and interactive entertainment to the leadership role.

“Immersive experiences are still a nascent, emerging medium and there are all kinds of opportunities to bring the triad of production capabilities, IP and platforms together in exciting, brand new ways,” Bain said. “Method EXP has created inspired experiences at a quality level that truly stands out. The talent and capabilities here are fantastic and I’m excited to work with this team to build and extend our innovative proprietary technologies and collaborations in this space.”

Method EXP, to focus on VR/AR production

Bain is a recognized leader in interactive entertainment who has continually set precedents in the games industry and continues to push development into new and exciting directions. In his 15 years as an EA executive, he executive produced some of the world’s biggest game titles for EA Partners such as “Rock Band” and many others.

As COO and EP of EA’s Maxis and EARS studios, Bain produced “The Sims” one of the best-selling video game franchises of all time and “The Simpsons.”  As Global General Manager of EA Partners, he helped build the most successful independent development publishing groups in the industry, signing AAA developers including Respawn, Harmonix, Insomniac & Crytek and delivering the highest average Metacritic scores of any EA business unit. Bain was most recently the CEO of Maxplay, a platform enabling real-time distributed collaborative development with unprecedented runtime performance for VR and AR.

“The work this team has created is phenomenal, and having someone with Sinjin’s vision and experience guiding our exploration of immersive opportunities can bring that artistry to exciting places,” said Ulbrich.