14 DAY TRIAL // Will Wright, the game designer best known for creating the original incarnation of SimCity, announces that he is launching a new startup called Syntertainment, which is designed to mix reality and entertainment.
VentureBeat says that the new company is being co-lead by Avi Bar-Zeev, a Silicon Valley tech guru, and uses money from capital firm Andreessen Horowitz and former Electronic Arts CEO John Riccitiello.
It’s unclear whether Syntertainment plans to actually make video games or simply work with other companies to deliver virtual experiences.
Will Wright states, “We've seen the rise of the app market, indie games. There are still Grand Theft Auto games and things like that around. But the rest of the market is evolving so fast. You now have to have a distribution system to go with your game.”
The last game that the legendary designer worked on was Spore: Galactic Adventures in 2009.