US studio inXile Entertainment has established a new online business division, SparkWorkz, which will focus on building an online network to showcase user-generated content.
The company was founded by former Interplay founder Brian Fargo, and is currently working on a retail release of the massively popular Flash game Line Rider. The new division will be headed up by David Heeley, previously regional business development and sales director for the Microsoft Online Services group in Singapore.
"Our goal is to construct a highly entertaining and engaging online destination for people to show off their creative talents," said Brian Fargo, chief executive officer of inXile entertainment.
"Our experience with the internet sensation Line Rider proves that there is a very large demand for mediums that can allow people to showcase their artistic talents."
He continued: "Today there are over 50,000 videos of Line Rider creations on YouTube alone, with the top track bringing in over 7,000,000 views. Fostering and serving this talent pool is a top priority for us, while providing advertisers and marketers with innovative opportunities to be part of this community. David brings a wealth of knowledge to this new role and we expect to see him build an amazing new experience for fans in the coming months."