Finally, something new is being born at EA UK. Three years in gestation, it could prove to be very big indeed.
"The reaction to Zubo has been amazing," says Harvey Elliot, head of Bright Light. "During the development, we've focus tested the ideas with kids a lot and the concept's changed form a couple of times, but you're never really sure about it until you can open up to a larger group of people."
Suffice to say, having experienced a hands-on session earlier this week, Pocket Gamer were certainly impressed with the creature collection and rhythm action game that in places reminded them of Pokémon, Viva Piñata, Patapon and LEGO Star Wars.