EA Sports is launching a new mobile gaming app called "Rio 2016" to coincide with the 2016 Olympics in Rio. The app will allow users to play various Olympic sports games on their mobile devices. It will initially launch exclusively on Xbox before being released on app stores. This will help promote both the new app and EA's existing sports games. The company sees an opportunity to engage mobile users and compete with other gaming companies. The "Rio 2016" app launch will include tie-ins with the Olympics and be marketed heavily during the event.