Electronic Arts has decided that 'Casual' is not a strong enough word any more. This could come as relief to many gamers. So, what has the company done? Well, following the resignation of Kathy Vrabeck - the president of EA's 'Casual Entertainment' label - after only 18 months in the job, it has created a new label. Yes, all hail the birth of: The Sims and Casual Label.

According to an email sent to GameDaily from EA:

"We've learned a lot about casual entertainment in the past two years, and found that casual gaming defies a single genre and demographic.

"With Kathy's departure, EA is reorganizing to integrate casual games -- development and marketing -- into other divisions of our business.

"We are merging our Casual Studios, Hasbro partnership, and Casual marketing organization with The Sims Label to be a new Sims and Casual Label, where there is a deep compatibility in the product design, marketing and demographics."

Rod Humble of the Sims project team will lead the new label. He'll be supported by Chip Lange who will combine his Hasbro liaison role with managing EA Bright Light Studio.

So, just when we'd all figured that 'Casual' was enough and would carry the Wii, the DS, the PS2 and possibly the PSP to the high ground in this Obama-shiny new world, Electronic Arts says it's not enough. How confusing.

We await more 're-organisation/downsizing' news with breath all batey.

^{Source: GameDaily via Casual Gaming}