Electronic Arts Reorganizes

Video-game publisher Electronic Arts(ERTS Quote) is giving itself a makeover.

The company Monday said it will reorganize into four divisions: EA Sports, EA Games, EA Casual Entertainment and The Sims, in an attempt to consolidate its decision-making process and improve the company's focus and ability to bring new ideas to the market.

Prior to the change, EA operated as individual studios that reported to the company's worldwide studio headquarters in Vancouver, B.C.

Now, the company will group its remaining studios and core EA brands organizationally into divisions, also known as "labels," each with its own president responsible for development and publishing across their brands, said EA.

"This will bring together development and go-to-market strategies and make a single person accountable," says Frank Gibeau, president of EA Games.

Redwood City, Calif.-based EA will also form two new groups that will support shared access across divisions: central development services, which seeks to enhance tools and libraries for EA's game development process, and global publishing, responsible for introducing the company's portfolio to international markets.

The changes are a major step in EA's new CEO John Riccitiello's plan for improving the company's performance and positioning it for future growth.

Riccitiello who took the top job on April 1, has since then been steadily tweaking EA's structure and plans to address some of the most commonly leveled criticisms against the company, such as it taking too long to bring new games to the market, EA's bureaucratic structure and the lack of true innovation in the company's games.