Electronic Arts has announced the launch of EA Sports Freestyle, a new sub-brand aimed at the "casual sports" gaming audience.
EA says games launched under the new brand will be sports based, but also "playful, inclusive, casual and easy to pick up and play." Rather than leveraging EA's stable of licensed sports games, EA Sports Freestyle titles will feature new IPs from the EA Sports label. Currently the company has three games in development for release under the sub-brand, including FaceBreaker, an arcade boxing title scheduled for released in September.
"The launch of EA Sports Freestyle is an exciting milestone in the evolution of the EA Sports brand," said EA Sports President Peter Moore. "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."