Electronic Arts today announced the launch of the EA Sports Freestyle brand, which it describes as “a new sub-brand aimed at a growing, more casual sports gaming audience.” 

"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 and will provide compelling opportunities for new audiences looking for a lighter gaming experience and an easier entry point into EA Sports."

Three games will reportedly be released under the new label within the next twelve months, the first being the “arcade-style boxing title,” FaceBreaker, which is currently slated for a September 2008 launch.