Today's gaming scene reminds us that there's a huge market for casual gamers who are looking to play fun games which take you right into the excitement rather than sit in front of the TV for hours on end. Electronic Arts recognizes that and has formed a new division called EA Casual Entertainment which will dedicate its efforts exactly for that type of clientele.

To spearhead the new project, EA appointed former Activision president Kathy Vrabeck as the chief of EA Casual. Vrabeck has led Activision and enhanced its sales and marketing for years doing her stint with the company. EA hopes she can do the same for them.

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."

EA says that their casual division will cover all platforms from consoles, handhelds, PC and even 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."