oday Electronic Arts Inc. launched a brand new sports sub-brand – Sports Freestyle. The brand is aimed at the casual sports gaming audience, which is proving to be a growing facet of the gaming industry. Sports Freestyle games will be lighthearted and easy to pick up and play even for beginners. Three new games are already slated for release under the new sub-brand. The first to launch will be FaceBreaker, a boxing title with arcade-style gameplay. FaceBreaker will be the first new console IP from EA sports in over six years.

“The launch of EA Sports Freestyle is an exciting milestone in the evolution of the EA Sports brand,” said Peter Moore, the current president of 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.”