EA has confirmed that NBA Jam creator Mark Turmell has been hired as Tiburon's new Senior Creative Director where he'll work on the Madden and NCAA franchises.

"I have focused on arcade sports and fighting game titles for the last 17 years, and even though they aren't traditional sims, there are huge lessons learned that can be applied to sim titles," said Turmell during an EA Q&A.

"The industry and audience is changing fairly dramatically, and often times our customer is looking for a quicker, more streamlined experience. That type of thinking was required in the arcades, and is becoming more important for all platforms. I love the arcade style games, but certainly understand the difference and requirements for sim products."

He added: "I love to have my hands on the sticks, trying to improve pacing, impact of moves, velocities, AI decisions, etc. We have many talented developers in the mix on football, but hopefully I can bring a little extra magic to the mix and our games will appeal to an even larger audience. It doesn't get much better than working on EA football titles!"

Turmell's new role at EA also adds weight to rumours earlier this week that the publisher is to revive the NBA Jam franchise with a new release on Wii.