Rory Armes, founder, chief executive officer and director of Gener8 Media Corp., is the former senior vice president of Electronic Arts Inc., where he headed game development in London, Sweden, Montreal and Vancouver. He was responsible for EA's largest franchises, including Need for Speed, FIFA, Harry Potter and NHL. Prior to joining EA, Armes was cofounder and president of Radical Entertainment, a leading developer of interactive entertainment. He was also a senior executive with Distinctive Software Interactive, a company acquired by EA.