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EA has named Matthew Bromberg as head of its BioWare Label, elevating him from his role of general manager of BioWare Austin. The post is an important one because BioWare has some of EA’s most successful game franchises Mass Effect and Dragon Age. Bromberg will now be the group general manager of the BioWare label. He will retain leadership of the BioWare Austin division and extend his responsibilities to include BioWare Canada (Edmonton and Montreal), as well as the Victory studio in Los Angeles and the Waystone Studio in Redwood City.