I'm not enough of a nerd to know if Ricky Gervais's forthcoming appearance in the next Grand Theft Auto video is a gaming first, but it is certainly an interesting development for comedy's all-conquering clown. A digitised version of Ricky will appear in the game, released on 29th April, doing his stand-up material while, presumably, animated gangsters waggle their Uzis around in the background. Or something. Let's just pray he doesn't do that dance.

Gervais really seems to be in a unique position at the moment. Everything he touches turns to gold, whether it's films, telly, kids' books or podcasts. Even though his Simpsons episode wasn't the best and his Night At The Museum cameo was on the functional side he seems to be armour-plated. He even seems to have shaken off that dodgy appearance at the Diana tribute last year.

Yet I still keep asking myself why is he doing this? Full marks for quitting The Office after two series and an Xmas special. Full marks for doing the same with Extras. But the last I heard was that after his Hollywood directorial debut he and Stephen Merchant had their eyes on writing something more serious for the telly, in the vein of The Sopranos.

So where does this Grand Theft Auto move come from? An insatiable desire to stick his flag in more uncharted territory as he did with his record-breaking podcasts? When most comedians in their forties start diversifying I assume its because of school fees or alimony, but Gervais - settled and childless – doesn't seem to have either of those matters to deal with.

Maybe he just likes the attention. Hearing about him through acquaintances who knew him before he was famous he always liked to be at the centre of the action. Nothing wrong with that, of course. I'm just a little worried that he might be in danger of diluting his highly entertaining brand. I'll graciously let him off this time, but the day I hear about the Ricky Gervais Cookbook or Ricky's Fat 'n' Fit Aerobics DVD I'll eat my Office boxed set.