You gotta hand it to Electronic Arts for innovating in the sports genre since the early days of video games. Just now, EA has announced it launched a new label to further expand its portfolio.

EA SPORTS Freestyle promises all the action you can get from sports, but with a twist to attract casual gamers and even your mom.

Peter Moore, who's now in charge of EA Sports as president, stated:

The launch of EA SPORTS Freestyle is an exciting milestone in the evolution of the EA SPORTS brand. 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.

The first step, or leap if you will, is the launch of Facebreaker - an arcade-style boxing title set for release in September 2008 and the first new console IP from EA SPORTS since 2002.

It's set to release on the Sony PlayStation 3, Microsoft Xbox 360, and Nintendo Wii. Two other titles are expected to be revealed and launch within 12 months.

Buy: [ Facebreaker (PS3), (360), (Wii) ]