Former Rockstar big cheese Marc Fernandez has been appointed vice president of creative at the newly-formed label, while Shawn Rosen, formerly a key figure at Acclaim, takes the role of executive producer.

The new division of Ecko’s empire is to be known as Mark Ecko Entertainment and will focus upon ‘originating, funding and developing interactive properties’, according to a statement from the firm.

Ecko tested the water in the games industry with Atari last year through action romp Getting Up: Contents Under Pressure, but now Ecko will take a more direct approach to making interactive entertainment.

“Our goal is to expand creativity in videogames – we want to try brand new things,” said Ecko. “There are so many great ideas out there that either aren’t getting the attention they need or are being completely ignored. We will work with the visionaries of the medium and get these inventive titles in the hands of gamers.”