updated 4/8/2009 4:26:18 PM ET 2009-04-08T20:26:18

Will Wright, the video game designer behind hits like "The Sims" and "Spore," is leaving game publisher Electronic Arts.

Redwood City, Calif.-based Electronic Arts Inc. said Wednesday that Wright is leaving to run a company called Stupid Fun Club.

Electronic Arts is investing in Stupid Fun Club, a think tank designed to develop new forms of entertainment. These could range from video games to movies and even toys.

Wright was at EA for 12 years, and helped create some of the game company's biggest hits. But EA has been struggling recently, recently cutting 1,000 jobs.

Wright and Electronic Arts will own equal shares of Stupid Fun Club.

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