Electronic Arts (EA), which is the world’s largest third-party video games publisher, has decided to enter into the causal gaming space with full force. It has announced the formation of EA Casual Entertainment that is dedicated to developing and publishing games for consoles, PCs, handheld devices and mobile phones.
To head the Casual Entertainment division, they have appointed former Activision president Kathy Vrabeck. She said, “All over the world, customers are playing games that don’t require hours of intense concentration. The common trait is casual fun. Whether it will be playing Harry Potter and the Order of the Phoenix on the Wii with the family or downloading Madden NFL 08 on a phone, quick-to-the-fun games are bringing new players and innovative demographics to interactive entertainment.”
John Riccitiello, CEO, EA says, “EA is aligning talent and resources to focus on the growing market for highly accessible games. We’re fortunate to have employed a dynamic executive like Kathy Vrabeck to lead this team. She’s got an established success record in our industry and the ability to help EA lead this fast-growing genre of entertainment.”
It looks like Electronic Arts is getting bigger and bigger and it will profit a lot from casual gaming as that space is growing at a tremendous space.