Electronic Arts has created a new division, EA Casual Entertainment, to develop and publish games for the fast-growing casual games market. EA appointed Kathy Vrabeck, former president of the publishing division at Activision, to lead the new unit at EA. Vrabeck headed worldwide studios for Activision but resigned from the company last year. The new Casual Entertainment group is likely to include EA’s successful casual games venture, Pogo, and its mobile gaming unit, which is set to release the Harry Potter and the Order of the Phoenix mobile game this summer. Casual games is a fast-growing category of quick-and-easy-to-play electronic or computer games that are targeted toward a mass audience. JupiterResearch estimates the casual gaming market could grow to $1 billion worldwide by 2008.

Source: TheStreet.com