MUMBAI: Electronic Arts Inc. has formed EA Casual Entertainment, which is dedicated to developing and publishing games for consoles, PCs, handheld devices and mobile phones. The company has appointed Kathy Vrabeck to lead the group as president of EA Casual Entertainment.

“All over the world, consumers are playing games that don’t require hours of intense concentration. 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,” said Vrabeck.

“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,” said Electronic Atrs CEO John Riccitiello.