In today’s Georgia Straight, I write about how the future for EA Sports – a video game developer – is to become a sports entertainment brand. And it’s doing so with some bold moves into the online space.

Sports games are Electronic Arts’ bread and butter, accounting for a third of the titles the video-game giant releases and a third of revenue. But in an interview by phone from EA’s Tiburon studio in Orlando, Florida, Pauline Moller explained that the future of the company’s EA Sports label may have less to do with video games than you might expect.

EA Games, another label under the Electronic Arts umbrella, is doing similar things, and Need For Speed World is leading the way.