In an effort to capitalize on the ever-growing casual games market, Electronic Arts announced today its new 'EA Sports Freestyle' brand. EA looks to create easy, pick-up-and-play games for all ages and hopes this new brand will satisfy both the casual and hardcore sports gaming audiences.

"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."

Three new 'Freestyle' titles are expected to hit within the next year including the multi-platform release FaceBreaker, an arcade-style boxing game, in September.