After producing franchises such as NBA Street, FIFA Street and SSX, Peter Moore let the media know that the "EA BIG" brand will now "go away."
Although it produced well-selling franchises, it seems that this division of EA no longer has a place amongst the company’s plans or direction.
"EA Big will go away," Moore explained. "It will eventually disappear and it’s actually had a longer shelf life in Europe than it has over here. BIG as a label is a little restricted. It’s action sports, it’s extreme sports – you think of SSX and the Street games. We needed a broader platform to go forward."
Although the label is being terminated, there was no indication that the franchises would follow suit. Although very strong on the last generation of consoles, most of the games under the label have garnered little recognition but were showcased as more of what the industry had already seen.