EA lays out Blueprint division

"We focus on creating IP in new ways for our media and finding smart ways to spread it across the media landscape," Neil Young said at an EA-sponsored event during the Game Developers Conference in San Francisco.

Blueprint is apparently an attempt for EA to get out of its internal creative rut by taking risks, somewhat along the lines of a studio speciality division like Fox Searchlight or Miramax.

It's also a way for EA to experiment beyond traditional videogames. While Blueprint projects could start as games, Young said they could begin in other forms as well, citing examples such as the Internet, live events and even clothing.

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