And it'll be headed up by Peter Moore, who's job title will be changing ever so slightly from Chief Operating Officer to Chief Competition Officer. This new division, called the EA Competitive Gaming Division, will, "enable global eSports competitions in our biggest franchises including FIFA, Madden NFL, Battlefield and more." Here's hoping they somehow find a way to fit The Sims in there.

The announcement came via a press release filled with so much market-speak as to almost read like a parody.

The Comepetitive Gaming Division will be built around three core pillars:

Competition – To create highly-engaging competitive experiences with our games, officially supported by Electronic Arts.

Community – To celebrate, connect and grow our community of players across all levels of expertise.

Entertainment – To develop live events and broadcasting that bring the spectacle of competition to millions of people around the world.

Actually, this is good news for the company and the industry. Which is slowly but surely embracing eSports, and with this announcement from EA we're one step closer to eSports going mainstream. Like footing ball, soccering circle, and that one Aussies love. Cricketing Bat.