Electronic Arts has formed a new casual games division and appointed former Activision exec Kathy Vrabeck as president.
EA Casual Entertainment will publish games on PC, handhelds, home consoles and mobile phones, with Vrabeck hinting that existing EA franchises are likely to form part of the casual line-up.
"All over the world, consumers are playing games that don't require hours of intense concentration," commented Vrabeck.
"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."
Vrabeck held the position of president of Activision Publishing, and after announcing her resignation in 2005, left the company in April the following year.
Electronic Arts is yet to reveal how EA Casual Entertainment will distinguish itself from or interact with the company's online casual outfit, Pogo.com.
Earlier this year the publisher released a collection of popular online titles on the Nintendo DS under the Pogo brand.
"EA is aligning talent and resources to focus on the growing market for highly accessible games," said John Riccitiello, CEO.
"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."