Development veterans Bob Rafei and E. Daniel Arey, former employees of Naughty Dog, have launched Big Red Button.

Big Red Button is set up to create original character-based IP for cross platform and cross media developments. Six of these projects are said to be in development.

"Games are now the primary entertainment medium of the 21st century," read a statement on the company's website. "Our commitment is to make not just fun, engaging and compelling games, but games that everyone can play, and everyone will want to play. We at BRB share this long term vision, intending to grow the gaming market, both in terms of age and gender demographics, as well as in emotional appeal."

Naughty Dog's former art director and concept artist Bob Rafei, is the company’s chief visual officer, and has worked on titles that include Jak and Daxter and Uncharted. E. Daniel Arey has taken the position of chief creative officer, and has worked for companies such as EA, Activision, Crystal Dynamics, Acclaim and Ready at Dawn.