Electronic Arts' recent formation of a dedicated casual division will be good for the growing casual market, according to chief creative officer of PopCap Games Jason Kapalka.
PopCap formed in 2000, and became one of the leaders in casual games before many traditional videogames publishers even recognised the market.
But Kapalka isn't worried that publishers like EA and Ubisoft — another company with designs on the growing market — will divide up a sector popular with females and the over thirties.
"When EA and Ubisoft announce they are going to have casual divisions it increases the legitimacy and visibility of the whole casual field," said Kapalka, in an interview to be published on GamesIndustry.biz this month.
"It helps people to see that it's a real and serious form of gaming and part of the gaming business.
"Our ideal would be that casual games are something that everyone is aware of. We'd love to see casual games magazines and people talking about it on TV. Anything that increases the exposure of the casual market is good for us all," he said.