It's Michael Phelps again!

2008 Beijing 8-time olympic gold medalist Michael Phelps and Pro Golfer Tiger Woods pose for a photo during the Tiger Woods Video Game Launch Party at Strata Metronome on August 27, 2008 in New York, New York.
(Photo by Mike Stobe/Getty Images North America)

505 Games (based in Milton Keynes, U.K.) President Adam Kline approached Michael Phelps' agent in August, and proposed the creation of a video games series to "transcend sports to attract more people to swimming." Phelps, a gamer himself (Activision's "Call of Duty" is his favorite) agreed to the deal. The games will hit the market in the spring of 2010.

THe series will be designed by 505 Games, and will be based on Phelps' values - focusing on active lifestyles, the competitive spirit, and the dream of becoming a champion. The games will be based on swimming themes, and may feature other olympians. The games will run on Microsoft Xbox 360, Nintendo Wii and Sony PlayStation 3 consoles, and the Apple iPhone platform. The series could also expand into expansion packs.

Brand placements, sponsorships, and ads might be built into the video games. This would give brands another way to connect with consumers, via gold medalists.

505 says that "we are discussing it with Octagon, Michael's agency, to see if he is open to that. Of course, if there is room for co-sponsorships we will explore it."

505 Games and Phelps have agreed to donate a portion of each video game sold to the Michael Phelps Foundation.

source: Phelps 'Game' For New Partnership, MediaPost, Laurie Sullivan, 12/16/08