Ubisoft's CEO Yves Guillemot got on stage to present the publisher's catalog of next generation line-up of titles. Starting out the bunch was a new racing title, The Crew, that he believed would "revolutionize the genre (referring to racing games). The trailer showed off a few cars driving around a city being tailed by the cops, but then moved to an interstate, and the desert roads outside Las Vegas. Eventually the video showed names listed all over the entirety of the United States.
Creative director of The Crew Julian Gerighty came on stage to explain the game would take place in an online, persistent world where players are part of a crime network tasked with taking over the US city-by-city. Cars can be stripped completely apart, including their inner workings, to the player's liking. A live demo was shown of a co-operative mission between four players. Cars can be customized on tablets to create cars that actually show up in the game.