EA Games, EA Casual Entertainment, EA Sports and The Sims.
In an effort to streamline decision making, improve global focus and speed new ideas to market, EA has announced that it will organise its business into four labels: EA Sports, EA Games, EA Casual Entertainment and The Sims. Each will operate with dedicated studio and publishing teams.
The Sims label will be led by Nancy Smith and upcoming releases include MySims for Wii and DS, SimCity Societies and The Sims Castaway Stories.
EA Games is headed up by Frank Gibeau and the label is home to franchises including Need for Speed, Medal of Honor, SPORE, Battlefield, Burnout, Command & Conquer, The Simpsons and more.
EA Casual Entertainment is to be led by Kathy Vrabeck and will focus on lighter, more accessible game for families and new consumers. Its portfolio will include franchises and games such as Harry Potter and Boogie.
Finally comes EA Sports, the team responsible for many of EA's flagship franchises including Madden NFL, NBA Live, FIFA Soccer, Tiger Woods PGA Tour, NHL Hockey and NASCAR.
According to EA Chief Executive Officer John Riccitiello, the transition will be implemented over the coming months.
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