Notably, both companies compete over the realm of NBA games, with 2K releasing the NBA 2K series. The main rival to EA Sports is 2K Sports. Most games under this brand are developed by EA Vancouver, the Electronic Arts studio in Burnaby, British Columbia as well as EA Tiburon in Maitland, Florida. Formerly a marketing gimmick of Electronic Arts, in which they tried to imitate real-life sports networks by calling themselves the 'EA Sports Network' (EASN) with pictures or endorsements with real commentators such as John Madden, it soon grew up to become a sub-label on its own, releasing game series such as FIFA, NHL, NBA Live and Madden NFL. EA Sports is a division of Electronic Arts that develops and publishes sports video games.
