The Sims and Spore creator Will Wright is leaving Electronic Arts to start his own venture developing new intellectual properties for multiple media, including games, movies, TV, the internet and toys.
However, Electronic Arts will be principal shareholders in the business, along with Will Wright, and both will own equal percentages in the company, Stupid Fun Club.
"The entertainment industry is moving rapidly into an era of revolutionary change," commented Will Wright.
"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.
"In my twelve years at EA, I've had the pleasure to work alongside some of the brightest and most talented game developers in the industry and I look forward to working with them again in the near future."
Electronic Arts will also have the right to develop videogames based on Stupid Fun Club properties.
"We believe in Will's vision for Stupid Fun Club and we're looking forward to partnering with Will and his team long into the future," said John Riccitiello, EA's Chief Executive Officer.
"Will is a great designer and he's been part of a great legacy of globally recognised game franchises like The Sims, SimCity and Spore. The teams that have been leading those franchises in recent years have a lot of exciting content coming."
Will Wright created games studio Maxis in 1989, and in 1997 it was acquired by EA. Maxis will continue as an EA studio, and be headed by Lucy Bradshaw.
"Will has been an inspiration to our teams, and it's been rewarding for us to bring his ideas to life," offered Bradshaw, VP and General Manager of Maxis.
"In addition to legendary games, Will's legacy at EA will be the many talented people who worked with him and will now continue to contribute their own vision to the art of game development."