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Ray Muzyka, chief executive of popular video game-maker BioWare, spoke at our GamesBeat@GDC conference in San Francisco about building game franchises. While onstage, Muzyka talked about his Electronic Arts-owned company’s upcoming games in the Star Wars, Mass Effect, and Dragon Age franchises — all across BioWare’s “future portfolio,” he said it’s shifting toward selling games as an ongoing service rather than a standalone product.

Afterwards, I did a brief video interview with Muzyka, during which he elaborated on how his BioWare’s business model is changing, described the company’s new games and downloadable content (DLC), and offered his advice for up-and-coming game entrepreneurs.

[youtube=http://www.youtube.com/watch?v=kJ9NIKNUxOY&w=425&h=344]

See all our coverage from GamesBeat@GDC.

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