Exploring serious thoughts on the future of play

10/7/2009 | VentureBeat

Will Wright, the developer of hit video games such as "SimCity" and "Spore," says his new company, Stupid Fun Club, is about entertainment in the broadest sense. "We are expanding what we call the 'play industry,' " he explains, a category that mixes games, toys, the Web and other media. Wright says the computer and virtual communities have given rise to a "Remix Culture" where digitized entertainment becomes malleable and communal.

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