"We're in this for the long haul," senior VP of worldwide sales and distribution Ron Scott told MCV. "It is vital to be a fully-functional publisher. We are not just an arm of a business that is simply going to leverage the movie properties that Warner has--we are going to be a creative force as well."

A relative newcomer to Warner Bros., Scott joined the company in January 2007 and was promoted to his current position at the beginning of August.

"You'll see a large percentage of Warner properties come on board as we develop the extra capability we need," he continued. "The ability to cross promote our games product with our movie product in a compelling way will be key. Our home video guys are very keen to target PS3 and 360 owners with next-gen movie formats. There are huge marketing and cross-merchandising possibilities."

It's the latest move for the company as it takes a larger interest in the game industry. Last year, Warner teamed with publisher and developer Codemasters to distribute the North American editions of several Codemasters-published titles, including Triumph Studios' Overlord (PC, X360), the Codemasters-developed DiRT (PC, X360, PS3), and Spark Unlimited's Turning Point: Fall of Liberty (PC, PS3, X360).

Warner will fulfill a similar role for the recently formed Brash Entertainment, which is bringing a rhythm-based Alvin and the Chipmunks title to PC, PS2, Wii, and Nintendo DS this December.