Phiphen, a US-based film and TV production company, is breaking into the video games sector with a new publishing business, GamesIndustry.biz can reveal.

Phiphen Games will be run by Molly Conners, who is also the CEO and founder of Phiphen, who told us the movie firm has previously invested in selected games projects in the past and was keen to do something more in the space.

"We realized that there are a lot of similarities in the way the games and film industries work, and we found that we could bring a lot of our experience in film and project management to game developers," she said.

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Most sports video games can be daunting for those with just a casual interest in the activities they emulate. While the likes of FIFA, Madden, NBA 2K and MLB The Show aren't entirely inaccessible to the mainstream, they are also clearly geared towards those who live and breathe football (traditional or American), basketball, baseball or whichever ball-based sport is at the title's core.

There are a handful of alternatives through the likes of Nintendo's Mario-fronted sports games, but by and large these simulation titles are the only option for those who wish to indulge in a little digital athleticism.

A team of Electronic Arts veterans are determined to change this with the formation of Play By Play Studios, a new developer that emerges after three years of stealth today.

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