The move comes after the head of EA Games division Frank Gibeau ran an experiment of sorts where he allowed the Sims group to function seperately. Commenting on the move, Frank said,

"We ran an organizational experiment and it was pretty damn successful. The Sims grew aggressively."

EA Games will be developing games such as Spore, Need for Speed, and Command and Conquer. EA Casual will continue their work with Harry Potter, Boogie and mobile games. EA Sports will no doubt continue to churn out the same tired old series' year after year, while the new Sims team, now relinquished of any other burdens can focus solely on The Sims franchise.

Who knows, maybe this reshuffle will make a little room for some of that risky 'innovation' we all keep hearing about.