Blueprint is apparently an attempt for EA to get out of its internal creative rut by taking risks, somewhat along the lines of a studio speciality division like Fox Searchlight or Miramax.
It's also a way for EA to experiment beyond traditional videogames. 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.
"We want to find a new way to make games with smaller teams," Young explained.
In addition, Young said Blueprint will be taking ideas that come from outside of EA, with the Spielberg-created games a likely example. In that respect, Young's experience working with Hollywood while heading EALA could be useful in forging partnerships with showbiz talent.