EA Terminates Casual Label

7 11 2008

http://flickr.com/photos/jlsotillo/2712496117/

Electronic Arts confirmed today that they will roll up their casual label, with president of it Kathy Vrabeck leaving and the label itself along with the Hasbro license being merged into their Sims label (as reported by Gamsutra). This quote is particularly interesting:

“We’ve learned a lot about casual entertainment in the past two years, and found that casual gaming defies a single genre and demographic,”

EA Casual was an expensive prototype with interesting results. It makes total sense that casual players have all kinds of tastes and come from all demographics, but it’s the kind of insight many people only have retroactively. For several years, the casual player has been thought of and talked about as a bored mid-thirties housewife, but this isn’t necessarily true.

(Apologies for the neglect over the last two weeks. We’ve been at the London Games Festival where we ran more events than we’ve ever done before, so things have been quite busy).

(CC image by Cosmovisión)

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