After twelve years of his association with Electronic Arts (EA), well-known game designer Will Wright has decided to quit the company, and head the Stupid Fun Club - an entertainment "think tank" that develops content for diverse platforms like video games, television, movies, the Internet, toys and other entertainment products.

The 2001-founded Stupid Fun Club will be equally owned by Wright and EA as key shareholders, with EA taking an equity stake in lieu of its investment in the venture. The Redwood City, California-based EA will keep the rights for developing games based on the company's projects.

Talking about revolutionary changes sweeping the entertainment industry and his singular venture, Wright - the man behind the riotously-popular 'Sims' simulated reality games, and the more latest 'Spore' franchises - said: "Stupid Fun Club will explore new possibilities that are emerging from this sublime chaos and create new forms of entertainment on a variety of platforms."

Last week, Wright, in his speech at the Web 2.0 event, highlighted the role games can virtually play when they extend a player's life into the digital dominion.

Calling Wright a "great designer", and acknowledging his noteworthy contribution to "a great legacy of globally recognized game franchises," John Riccitiello, the EA Chief Executive said that he is excited about partnering with Wright in his new endeavor!