EA Games undergoes rebranding and splits from EA Sports.

EA Games is being rebranded as EA Entertainment, which will expand beyond video games. Laura Miele is now president of EA Entertainment, technology and central development. Other notable names include Vince Zampella, who will lead studios responsible for Apex Legends, Star Wars games, and Battlefield, and Samantha Ryan, who will lead lifestyle franchises and single-player experiences. The change empowers studio leaders with more creative ownership and financial accountability. The move is in response to cultural and generational trends expanding the definition of games beyond play to new modes of watch, create, and connect.