In the game for a casual $5 million

Casual games cost a fraction to develop when compared to the big console titles, and are easily distributed from websites, mobile portals, through Facebook and MySpace, or through the online networks of Xbox and PlayStation.

They are also big business. The Casual Games Association estimated that the industry had revenues in excess of US$2.25 billion in 2007 (more recent figures are not available) and said that figure was growing at 20 per cent annually.

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