Videogame publisher Electronic Arts Inc. unveiled two initiatives Tuesday to breathe new life into its sports business by making games that are easier to play and customized for Nintendo Co.'s popular Wii console.
Key games such as "Madden" football, "NBA Live" and "FIFA" soccer will come out in special versions for the Wii, which has become the bestselling game system by drawing in female and older players with friendly graphics and simple motion-sensing controls.
EA also is starting a sub-brand dubbed Freestyle that will be home to a new set of games not tied to any existing league, therefore free of expensive licensing rights. The first game will be "Facebreaker," a cartoonish and whimsical boxing game due out in September.
"We can't be blind to the fact that different consumers are coming into games now, and shame on us if we can't evolve and develop something for that crowd," said Peter Moore, head of EA Sports.