Speaking at GDC last week, Neil Young - the EA guy heading up new initiative Blueprint - said that the main reasoning behind the project is to find games that don't cost the earth to produce.
"We want to find a new way to make games with smaller teams," he said, adding, "We focus on creating IP in new ways for our media and finding smart ways to spread it across the media landscape."
Blueprint was confirmed just before GDC, and aims to fund and support tiny developers creating apps for social networking solutions like Facebook.
According to that Variety report, "While Blueprint projects could start as games, Young said they could begin in other forms as well, citing examples such as the Internet, live events and even clothing."
Give us some EA "sneakers" right now, Neil. We're hot for that shit, yo.