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EA Launching eSports Division

Start practicing your no-scope headshots and your touchdown dances.

Electronic Arts is pushing into eSports with a new branch of the company: the EA Competitive Gaming Division, CEO Andrew Wilson announced today.

The Competitive Gaming Division will be focused on establishing eSports competitions for EA franchises in sports and other genres, including series such as Madden NFL, FIFA and Battlefield. That includes initiatives to create “competitive experiences with our games,” to grow EA’s community and to develop live eSports events, said Wilson.

Peter Moore, who has served as EA’s chief operating officer since August 2011, will move into a new role to lead the Competitive Gaming Division as EA’s executive vice president and chief competition officer.

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This article originally appeared on Recode.net.