Hey EA! Your innards are showing.

I was pointed to this article in adweek about how EA Sports is launching a new "Freestyle" brand aimed at delivering more casual sports fare, for the Wii as well as other platforms.

While it makes sense to target that as a market, does it make sense for a new brand? Couldn't EA Sports Freestyle titles compete equally well under the EA Casual heading?

Perhaps it does, but I'd wager that there was also some internal politicking at work, and that what we're seeing is the creation of a casual brand that doesn't have to reside in Kathy Vrabeck's EA Casual shop. If they are going to create answers to Wii Sports, etc, then will the expertise really come from the Madden team or the Casual team or from Blueprint?

Anyhow, I could be off base, but the announcement smelled a little of office politics to me.