EA SPORTS Goes Freestyle

By Shane | May 7, 2008

EA just launched a new sub-brand called ‘EA SPORTS Freestyle’ which will target those gamers just looking for a uncomplicated, casual pick-me-up game that doesn’t require a 30-page manual to play.

Currently there are 3 games in development and slated for release in the next 12 months. First up is FaceBreaker, which we’ve mentioned before. It is an arcade-style boxing title due out in September 2008. Think of Punchout meets the cartoony artistic style of Team Fortress 2.

The new “casual” sub-brand launch creates more of a gray area for me between game styles because when I think of casual games, I think of Diner Dash, Lumines or flOw. FaceBreaker looks more like a polished mainstream title from a big Publisher without spending a half hour on a walk-through tutorial.

Press Release after the clickity click.

EA UNVEILS NEW ‘EA SPORTS FREESTYLE’ SUB-BRAND
EA SPORTS Freestyle to represent the lighter side of sports: No rules, just fun.

Guildford, UK – May 6, 2008 – Electronic Arts Inc. (Nasdaq: ERTS) today launched EA SPORTS Freestyle™, a new sub-brand aimed at a growing, more casual sports gaming audience. 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.

“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.”

EA SPORTS Freestyle will be the home for innovative new intellectual properties from the EA SPORTS label, including three new games in development and slated for release in the next 12 months. The first title to launch under the new sub-brand will be FaceBreaker™, an arcade-style boxing title set for release in September 2008 and the first new console IP from EA SPORTS since 2002.

EA SPORTS™ is the leading interactive sports software brand in the world, with top-selling titles and franchises including Madden NFL Football, FIFA, NHL® hockey, NBA LIVE basketball, NCAA® Football, Tiger Woods PGA TOUR® and NASCAR® racing.

Media can find the new EA SPORTS Freestyle logo and the latest screenshots from FaceBreaker™ at www.electronicarts.co.uk/press.