The company says that games released under the EA Sports Freestyle brand will be inclusive, casual, pick-up-and-play titles. The first title to debut under the label will be EA Canada's toonish boxer FaceBreaker (PS3, X360, Wii), which the company revealed will be released in September of this year.

In addition to the EA Sports and EA Sports Freestyle labels, the company also publishes its unrealistic, over-the-top sports titles such as the SSX and NBA Street series under the EA Sports Big label.

"EA Sports Freestyle will be a perfect complement to our core portfolio of games that our loyal fans are deeply passionate about," said said EA Sports president Peter Moore. "[The brand] will provide compelling opportunities for new audiences looking for a lighter gaming experience and an easier entry point into EA Sports."

The company noted that FaceBreaker marks the first new console property from EA Sports since 2002, though the game is widely considered to be a spiritual sequel to EA Chicago's Fight Night boxing series.