GamerNode: News - EA Casual Game boss quits. Casual Label shut down

EA Casual Game boss quits. Casual Label shut down

Category: Industry, Posted: 11/07/2008 at 03:57PM EST by Frank Ling, Content Contributor

Electronic Arts was hoping that the casual game market would be its answer to a successful money making opportunity.

But EA's Casual Entertainment development group has been shut down and will now be incorporated into The Sims game division and will be renamed the Sims Casual Label.

The former Casual Entertainment label was responsible for Boom Blox, Hasbro licenses, Pogo online games, and the Harry Potter franchise.

Kathy Vrabeck, president of the Casual Entertainment group has resigned, citing her departure "for personal reasons."

EA President John Riccitiello hired Vrabeck away from Activision last year. She served as president for Activision's publishing operations. Riccitiello hired her in hopes of charging up EA's company direction due to the gaming giant's downturns in earnings and what industry watchers saw as stagnation within EA.

Trudy Muller, spokeswoman for EA confirmed that the consolidation of the casual games label with the Sims because of Vrabeck's sudden departure.

"Her departure provided us with the opportunity to take what we've learned over the past 18 months about casual games and apply it to a stronger, more efficient and more creative structure. We learned that there are a lot of similarities between the two labels in terms of marketing, product design and user demographics. They naturally complement each other," said Muller.

"At this time, we are evaluating the right place within EA for growth initiatives such as Pogo, Casual Online and EA Mobile," she said.

The resignation of Vrabeck followed the announcement last week that EA would cut 500-600 jobs from its workforce resulting in a savings of $50 million.

Industry watchers and the gaming community have long warned EA that its over dependence on franchises and the lack of new game ideas would eventually hurt the company. But the cries were either unheard or ignored until the company took on substantial losses and relinquished its title as the number one third party game publisher to Activision last year.

EA reported a loss of $310 million during the financial quarter.

[via LAtimes]

Posted by intooblivion on 11/08/2008 at 06:14AM

They lost so much cuz of this bs securom business.

Posted by ninjalegend on 11/08/2008 at 10:52AM

Here is my theory on that. The casual gamers (not the hardcore who also play casual games) have one fatal flaw in common that makes them impossible to market any one type of product. A very short attention span. One day they may see many of their friends playing some game on their cell phone. The next week these morons may be driving down to an area in town that all the "cool people" are hanging out, forgeting they even have games on their phones. These human lemmings are swayed on a daily basis by shiny things and loud or familiar sounds. A ninja like approach is required to target this audience. Scout the scene looking for "the next big thing". Make a casual game about it. Rake in the dough, then hide in the shadows until the time is right, and the morons are ripe for the picking again. So, yeah, having a 24-7-365 studio set up for these people is the wrong thing to do. Hide these mini game masters in a studio somewhere they can help make games for your real demographic. Then bring them out when the time is right. Good move, EA.

Posted by Brendon on 11/08/2008 at 05:03PM

I'm not too sure how many of those people they're keeping on though, ninja. I've spoken to a couple of friends who worked with the casual label and they're currently looking for new jobs.

I don't think it's something EA did to intelligently game casual gamers at all; I think they just needed to cut costs in the current economy, took a look at their least profitable arm at the moment, and sawed it off. Kathy leaving after being there for only a year makes me think that she knew the label was going to be axed anyway, and wanted to depart on her own terms.

Posted by lskennedy on 11/09/2008 at 09:59PM

ninja, that's a pretty insulting way of looking at things. Stop trying to be "hxc" and move on from high school.

Posted by zius070 on 11/10/2008 at 01:53PM

Ahh one more nail in the hopeful coffin for EA

Posted by ninjalegend on 11/10/2008 at 03:38PM

"ninja, that's a pretty insulting way of looking at things. Stop trying to be "hxc" and move on from high school."

First off, what do you mean by "hxc" as I am not trying to be anything. And it is not an insulting way of looking at things. If you happen into business later on in life where you have to deal with market trends as do I, you will find yourself dealing with the American Idle mass media sect. as much as I do. They are large consumers. And you will learn to hate them. You say you work in a kitchen. How do you feel about the people who send food back 3 or 4 times, just because they can? As far as your move on from high school comment, did I strike a nerve? Mayhap you fall into said category. If so I meant no offense to you personally.

Posted by lskennedy on 11/12/2008 at 01:14AM

Idk, i hate the idea of anarchy. And whenever i see the picture associated with a person, i just get annoyed. Sorry sir. No, i am not casual, i build my rigs just like the rest of you. Sure i will play casual games here and there. But the difference between you and i, i don't hate the large consumers. I am training to be a chef, business is part of it, and i work for a banquet hall, minimum party, 150-200, and we ger up to 450. I like the large group, they pay for my computer :-). No harm to you sir, i apologize.