The software giant, EA has announced the formation of its new games division titled EA Casual Entertainment. The new venture will be specific to a particular region i.e. the new entity will be developing only casual games. However, the existing group will be working routinely; this new division will come with more family friendly traits responsible for new era of casual gaming, producing games for various platforms like Wii, DS, PSP, etc, abundantly.
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As EA is currently on a roll and procuring handsome revenue from its current business, perhaps EA likes the cash money, thus has given origin to the new casual gaming division. Casual games is currently fastest growing division that falls in the category of ‘quick and easy to play games,’ targeted at the mass audience. Moreover, the casual gaming market is likely to grow to $1 billion worldwide by next year. These are few reasons that that have forced EA to step into casual gaming world.
Here is what Kathy Vrabeck, EA casual games division Boss, has to say:
All over the world, consumers are playing games that don’t require hours of intense concentration. The common denominator 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 new demographics to interactive entertainment.
The developer has taken a very scholastic move as it has predetermined the high potential of casual games market, and I place EA just next to Nintendo, because Nintendo is the first to air the monster with creating some beautiful games like Wii-Sports, that are more a casual games rather than a sports genre game, takes hardly a stint to get you in the game.
EA will have to see a close competition from casual gaming veterans like PopCap that have already a strong ground in the casual gaming market. But as already mentioned above that the casual gaming industry has a high growth potential, so EA will unquestionably gain ground.
Via: joystiq
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