Electronic Arts

Kathy Vrabeck, president of EAâs Casual Entertainment brand, told E3 journalists that the company sees the casual market as the biggest opportunity in gaming.

Not satisfied with the 150 million gamers, EA is seeking to reach 2 billion consumers who they believe are out there, âready to game.â

âOur initial vision is to bring interactive entertainment truly to the masses,â said Vrabeck. âKids, middle-aged women, older guys, all family play, girlsâ¦anyone who doesnât self-identify as a gamer.

To demonstrate the companyâs commitment to casual gaming, EA showed Boogie and EA Playground as well as a trivia game with the working title âSmartypants,â all for the Nintendo Wii. EA also demonstrated one of the games to come out of the collaboration with Stephen Speilberg, a Wii game that allows players to manipulate blocks to solve puzzles.

EA Mobile and Pogo.com were also represented, with EA announcing that the latter had been successfully launched in Europe and would soon come to Asia. Vrabeck sees casual gaming as a global charter, noting that EA will be there for the emerging gaming markets in India and China.

EAâs casual gaming will be cross-platform, encompassing mobile phones, online, Nintendo DS and Wii, Xbox Live Arcade, PS2, and PS3.