EA has turned to Byron Beede to help grow the 'Battlefield' franchise.
Beede has been appointed as the new general manager and SVP of the 'Battlefield' series, having previously played an influential role with the 'Call of Duty' and 'Destiny' franchises.
The move forms part of an ambitious, long-term project to expand the money-spinning franchise, according to IGN.
Beede is set to be involved in the series' latest releases, but he's also set to take a long-term approach to the brand.
The appointment would appear to chime perfectly with Beede's employment history, having previously served as the EVP and general manager of the 'Call of Duty' franchise.
On his LinkedIn page, Beede explained that was responsible for "developing the long-range strategy, building the organisation and teams, driving the go-to-market execution and marketing".
And according to EA, his new job "signals a strategic, long-term commitment to the growth of the ['Battlefield'] franchise".
Meanwhile, Andrew Wilson - EA's CEO - thinks the gaming industry is on "fire" at the moment.
He recently said: "The industry's on fire. More people have recognised the value of games. Our network of players is growing. We have great content.
"You mentioned 'Battlefield' coming this year in addition to 'FIFA' and some other great things..."
