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EA Sports announced this week that they will be launching a new sub division in games called “EA Sports Freestyle” This new brand will be aimed at expanding the audience of EA sports by bringing in more simplistic sports games that is easy enough for anyone to pick up, following their new slogan “No Rules, Just Fun” to a T. EA SPORTS Freestyle games, while based in sports, will be playful, inclusive, casual, and easy to pick up and play for kids and parents, women and men, and casual and hardcore sports fans of all ages. While this may appeal less to the more hardcore gamers, no one can deny how good of a business strategy this is for EA sports.

“The launch of EA SPORTS Freestyle is an exciting milestone in the evolution of the EA SPORTS brand”, said Peter Moore, president, EA SPORTS. “EA SPORTS Freestyle will be a perfect complement to our core portfolio of games that our loyal fans are deeply passionate about, and will provide compelling opportunities for new audiences looking for a lighter gaming experience and an easier entry point into EA SPORTS.” Three new Games are already in development to be released within the next year. The first of these is called “Facebreaker” which will be an arcade style boxing game and is currently looking at a September of 2008 release. Of course to check up on any updates with these games you can always check out EAsports.com.