Endorphin, with US$9,495 online tag price, is the industry's first Dynamic Motion Synthesis software. Endorphin is in use at many visual effects studios (e.g. MPC, The Mill, Sony Imageworks), game studios (e.g. Sony, EA, Namco, Konami) and simulation companies (e.g. Airbus, Northrop Grumman. At the heart of endorphin are its Adaptive Behaviours, which -- unlike animation data -- are completely interactive. With Adaptive Behaviours, 3D characters essentially animate themselves. Move two Football players close to each other and one will automatically tackle the other one, realistically trying to grab hold of his legs and bringing him down.