EA Sports is a bran name used by Electronic Arts since 1993 to distribute games based on sports. Formerly a gimmick inside Electronic Arts sports games, that tried to mimic real-life sports networks, calling themselves "EA Sports Network" (EASN) with pictures or endorsements of real commentators such as John Madden, it soon grew up to become a sub-label on its own, releasing game series such as NBA Live, FIFA, NHL, Madden NFL, and NASCAR. Most games under this brand are developed by EA Canada, the studio of Electronic Arts in Burnaby, British Columbia, as well as at EA Tiburon in Maitland, Florida.