YouTube is developing choose-your-own-adventure-style shows, exploring a new storytelling format that could increase viewers and ad sales for the world’s largest video website.

An new unit will develop interactive programming and live specials under Ben Relles, who had been overseeing unscripted programs, the Google-owned company said Tuesday. Relles, who has worked at YouTube for eight years, just started in the role and is still exploring the best ways for YouTube viewers to participate in stories.

Read more at Bloomberg.