EA is looking to license the TV and film rights for its highly-anticipated game, Spore, with hope of attracting a wider audience.
Will Wright, the game's creator, spoke out about the plans in a recent interview, saying that EA wanted to use the further licensing to promote Spore to people who were outside the usual game-playing audience.
He even added that he believes Spore has greater potential to attract bigger numbers than his other creation - The Sims.
"With Spore, we're looking way outside the game space, such as TV, movies, etc. We're basically planting the seeds to spread Spore out to a much wider group of people than would ever play a computer game" said Wright.
"We're going to be much more intelligent about harvesting other market opportunities for Spore than we were with The Sims, which as big as it was in the game space, pretty much remains in the game space."
"Longer term, I think the brand of Spore potentially has a wider net to cast than The Sims did."
You can expect to see Spore on UK shelves on September 5th, while The Sims 3 will be available some time next year.