Will Wright, co-founder of Sim studio Maxis, is plenty busy at his new company, the Stupid Fun Club. He's got three projects in development and two of them are games.

"I feel we are still in [the gaming industry] because a couple of projects are games," Wright told VentureBeat. "We are taking the games industry into other areas. We are expanding what we call the 'play industry.' Games are limited in some ways. Play can be applied to so many different kinds of experiences."

Stupid Fun Club, unlike Maxis, isn't a full-fledged developer. It's essentially a small entertainment think tank. "We are 12 people right now. I don’t ever want it to go above 30. We’re looking to partners to help develop games. We want to be more of an early design shop, doing research and development."

Wright left Maxis, now a subsidiary of EA, in April. EA is an equity investor in the company.