With the shift in focus of late towards casual gaming, EA have set up a new division - EA Casual Games.
Heading up the new division will be former Activision President Kathy Vrabeck. In a statement earlier today, Kathy summarised her feelings on the casual game trend:
"All over the world, consumers are playing games that don't require hours of intense concentration. The common denominator is casual fun."
"... quick-to-the-fun games are bringing new players and new demographics to interactive entertainment."