EA has announced the launch of EA Sports Freestyle, a new sub-brand which hopes to appeal to the growing casual sports gaming audience. Freestyle games, while based in sports, are said to 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 says the new Freestyle brand 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 will be the arcade boxing title FaceBreaker, which is scheduled for release in September 2008.