In the Bioware blog post Ethan Levy, a producer at EA2D, stated that the team will be creating Flash games for established EA properties, as well as creating new IPs. Levy will be leading a team of top Flash-developer talent, including Daniel Stradwick, the creator of the popular Flash game , Andrew Sega, who helped create the online version of the Magic the Gathering card game.
We've sent a few questions to EA earlier today about this new label, but as yet, we have not received a reply. If we do hear from them, you can be sure we'll pass the information along to you.