Some details
The EA SPORTS division of Electronic Arts hired Igor to name a new sub-brand aimed at a growing, more casual sports gaming audience. The new brand will feature games that, 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. From an
article about the new brand in Adweek:Known for its realistic sports games -- thus the tagline ",It',s in the game", -- EA Sports has a rabid following with core gamers. However, as the gaming audience has widened, EA Sports has realized so must its title offerings.
",We',ve been delivering world-class simulated sports entertainment for two decades,", said Peter Moore, president of EA Sports, Redwood City, Calif. ",But, we',ve seen the growth of Nintendo Wii, in particular, as well as more casual games. We knew we had to look at different ways to talk to consumers.", …
EA Sports Freestyle games will be ",about fun, inclusiveness, cooperation and suspending the normal rules associated with sports video games,", according to the company.",