One of EA's biggest announcements of E3 was the unveiling of a brand new franchise, MMA, the new martial arts franchise set to kick off in 2010. According to boss this will be a bi-annual series, rotating with to give us a new fighting game every year.

Fight Night Round 4 will duly launch later this month, with Mixed Martial Arts stepping into the fore next year while Fight Night takes a rest.

"It gives us a rhythm of a fighting game every year," Moore told Kotaku. "That's the plan. If you think of 2010, we're bringing MMA. In 2011, Fight Night Round 5."

He quickly added: "That's not an announcement," inevitably.

While is of course the biggest name in the category, Moore isn't flustered that own the specific license for this. "I think there's room for a contender. Clearly, we're a contender in the first year. Our job is to make the even more interesting by bringing Sports authenticity to it. And we're in this for the long haul."

By Luke Guttridge