THQ, Random House Team Up For ‘Transmedia’ Games (Via Wired)

So I just saw this article on Wired about THQ’s new partnership with Random House:

Videogame publisher THQ will work with book publisher Random House to create original intellectual properties, the companies said Monday.

Both publishers hope to create universes that can be expanded through transmedia storytelling, using multiple platforms to explore the same world and characters. They say they will first develop new IPs as “a collection of games and books,” then expand into other forms of media.

So, let me get this straight. THQ and Random House are teaming up to do something that Ubisoft has been doing in-house since they started the Assassin’s Creed series? Wow, walk about late to the game…