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Will Wright has created some of the biggest video games of all time, from SimCity to The Sims — games that have sold well above 100 million units and generated billions in revenues. Now he’s moving on to his next idea, called HiveMind.

HiveMind is a game, and it’s also the name of a new Berkeley, Calif.-based startup Wright is unveiling today in an exclusive interview with VentureBeat.

The idea is a new evolution in gaming that Wright calls “personal gaming.” It is a game that can customize itself for the individual player, taking into account aspects of player’s real-life situation as elements of the game.

To continue reading this story, visit Venture Beat.