EA opens up casual gaming division

Redwood City (CA) - Electronic Arts has created EA Casual Entertainment, a new division designed specifically for casual gaming, an area that it has become increasingly interested in over the past few years.

EA, known for its in-depth sports games and extensive PC strategy titles, has turned a lot more devotion to more simple, easy-to-play games this decade. "All over the world, consumers are playing games that don’t require hours of intense concentration," said Kathy Vrabeck, who will head the new EA division.

In 2001, EA acquired casual gaming site Pogo.com, followed by a takeover of mobile gaming outfit Jamdat in 2005. Most recently it has announced new versions of The Sims that appeal to a more mainstream crowd.

Upcoming casual games from EA include a multi-platform release of The Simpsons and a Wii-specific installment of The Sims. The video game giant did not say what projects the new Casual Entertainment division will begin working on when it opens up later this year.