Of the five, one will launch within the coming 2009 fiscal year, which runs from April 1, 2008 to March 31, 2009. This title was described by Moore as a "casual IP" and listed alongside the cartoony boxing title FaceBreaker and recess-oriented Playground.

The other four are said to be among the sport label's "core IP" and will arrive by the end of 2011 fiscal year, which concludes on March 31, 2011.

Prior to the revelation of the new franchises, Moore has discussed his hopes to focus more on unlicensed sports properties and grow the appeal of EA Sports titles outside of North America. He had also noted the subsidiary's "fail fast, fail cheap" strategy to "prove concepts quickly and efficiently."

Other tidbits dropped by Moore included a pledge that the next iterations of EA Sports' FIFA Soccer and NBA Live series would feature "exciting new innovations" and word that the Madden franchise has brought over $2 billion across its 20-year history.