June 06, 2007 - Electronic Arts has announced the formation of EA Casual Entertainment today, a new division led by Kathy Vrabeck (who previously served as president of Activision), which will create games for consoles, handhelds, the PC and mobile phones.
"All over the world, consumers are playing games that don’t require hours of intense concentration," said Vrabeck. "The common denominator is casual fun. Whether it will be playing Harry Potter and the Order of the Phoenix on the Wii with the family or downloading Madden NFL 08 on a phone, quick-to-the-fun games are bringing new players and new demographics to interactive entertainment."
EA CEO John Riccitiello said: "EA is aligning talent and resources to focus on the growing market for highly accessible games. We’re fortunate to have recruited a dynamic executive like Kathy Vrabeck to lead this team. She’s got a proven success record in our industry and the ability to help EA lead this fast-growing genre of entertainment."
The new studio's first games are yet to be announced.