http://money.cnn.com/2008/02/12/technology/copeland_spore.fortune/index.htm?postversion=2008021411
'(Fortune Magazine) -- A gray-and-red-spotted lizardlike creature with two heads peers at me from the computer screen through eyes located, Cyclops-style, in the center of each forehead. It lets out a howl and bounds off its marbleized perch into a prehistoric forest. That was probably a howl of embarrassment. This poor creature has arms stuck around its ears, raised up and flapping comically in the wind, like a Hell's Angel riding a chopper with impossibly high handlebars. So much for intelligent design.
The creatures you create in your copy of the game - using what is essentially a consumer-friendly version of a high-end Hollywood 3-D modeling program - are automatically added to a central database and used to populate other players' universes. Wright calls this novel arrangement massively single-player gaming.
Wright and Lucy Bradshaw, the project's executive producer, have provided a variety of ways to take the characters and environments created inside Spore outside the confines of the game. Spore creations could become widgets on a Facebook page, animated videoclips passed around on YouTube, even physical objects etched in plastic by a 3-D printer. "When you unleash a new level of creative tools at a mass level, it usually explodes into something unpredictable," Wright says in his toy-filled Emeryville, Calif., office. "We have no idea what these tools will be used for, but it's going to be interesting to find out." '
Also check this video: http://money.cnn.com/video/ft/#/video/fortune/2008/02/13/fortune.spore.fortune