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"The Sims" creator eyes the world beyond games
By TechUniverse

Will Wright, the creator behind top-selling videogame "The Sims," is eyeing life outside the virtual world. Since leaving Electronic Arts in April to run entertainment think tank "Stupid Fun Club," Wright said he views himself as an "entertainment designer" rather than game maker and wants to create worlds crossing every spectrum of media. Following on from his bestsellers like "The Sims 3" and "Spore," Wright is working on new franchises that can go beyond games to the Web, mobile devices, and traditional Hollywood outlets like television and film.

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