Electronic Arts today announced the formation of a new development branch to nestle beneath it's massive corporate umbrella: EA Casual Entertainment. The group will focus on creating "highly accessible games" that jump right to the fun, leaving all those pesky tutorials, backstories, and other distractions in the dust. Casual Entertainment will develop and publish games for consoles, handheld devices, mobile phones, and the PC. The group is working on new franchises to be unveiled in the future.
EA has already found success in casual games from its 2001 acquisition of Pogo.com. The portal is now one of the dominant forces in casual entertainment, making EA's new studio a virtual money printing machine.