Apart from wanting to take on Disney et al, they're talking up TV and game crossovers.
Jan Bolz, EA's vice president of sales and marketing in Europe, said the firm was working to give video games a more central role in popular culture.
He said the company was in advanced stages of discussions over a reality TV show in which viewers could control the actions of the characters as in its popular game The Sims.
"One idea could be that you're controlling a family, telling them when to go to the kitchen and when to go to the bedroom, and with this mechanism you have gamers all over the world 'playing the show'," said Mr Bolz.
I'm really hoping they mean a digital family here, and not real humans, otherwise you just KNOW what will happen:
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