There are also some companies starting to use biometrics to scientifically measure the relationship between in-game events and the player's emotions and feelings (the UX), such as Player Research and Serco ExperienceLab in the UK,[25][26] and Valve, Electronic Arts, BoltPeters, and VMC Labs in the US and Canada.[27][28][29][30] The interest in this area comes from both academia and industry, sometimes enabling collaborative work.[31][32] Game UX work has been featured at professional venues, such as the Game Developers Conference (GDC).[33][34]