EA reorganizes business into four labels

We imagine mega publisher EA's recently announced reorganization strategy was as much in service of strengthening its brands as it was in keeping the peace between roving employees.

"Excuse me, what do you think you're doing?"
"I'm modeling a car for Need For Speed: Pro Street, what does it look like?"
"I just stepped out for lunch... I was using this workstation for the The Sims team."
"The the sims? You got a stuttering problem there? You nervous about something?"
"No, I was referring to the team working on The Sims. This is our computer."
"Really? I don't see your name on it."

Well, obstinate fictional employee, there soon will be! EA is planning to reorganize its business in the coming months into four primary and distinctly labeled groups, each equipped with dedicated studio and publishing teams. The labels are as follows:

• EA Games: Home to the likes of Need for Speed, Medal of Honor, Spore, Command & Conquer and the EA Partners publishing business.

• The Sims: If a game features a nonsense dialect, emotion gauges and a mechanical imitation of your own life, it'll come from this team.

• EA Casual Entertainment: A group dedicated to easily accessible titles for the non-gaming folk. Franchises like Harry Potter and Boogie fall under this label, as does EA's online casual game service, Pogo.com.

• EA Sports: What could this section be working on? Answers on a postcard.

EA notes that all four labels will be supported by two new groups, namely Central Development Services, a technology group overseeing operations and EA's online platform, and Global Publishing, the marketing muscle and distribution, uh... diaphragm.