SEGA has done a deal with Marvel to produce games based on the Iron Man comic books and the forthcoming film due out in May 2008.
The deal will also pave the way for SEGA to produce at least one additional Marvel superhero property for next-gen platforms.
Initially though the publisher is aiming to release a game specifically based on the Iron Man film, as the "multi-year" agreement gets under way.
"The Iron Man history is filled with compelling and intriguing characters and stories, and with the power of the next-gen systems, SEGA will be bringing these characters to life like never before," reckons SEGA of America president and COO Simon Jeffery.
As you may remember, Activision had previously been involved with the Iron Man brand, and even produced a GBA game under the banner.
But after a while it seemed to give up on the rights, with a representative telling GameSpot in July that it no longer retained them, despite the original deal's stretching to 2009.