The PopCap Plan

PopCap is helping to nurture an industry it admits is perceived as moderately underground, with the Irish media still yet to fully realise what's happening in this arena on their very own doorstep.

But these are not the only bridges the company is building. It's had phenomenal success with Bejeweled Blitz - the quick-fire Facebook version of PopCap's oldest and most renowned title - a time-based version of the popular matching game. Despite the game's one minute timer, the average playtime on Bejeweled Blitz is actually 43 minutes. It might be anecdotal evidence, but casual gamers are showing signs of being just as dedicated as their traditional gaming stable-mates.

We're seeing the lines between casual and hardcore beginning to blur, from actual time spent gaming, to how casual gamers are starting to view gaming as part of their wider entertainment lifestyle. Both Breslin and Orr are confident that the public perception toward gaming is changing, and for the better.

Quoting how certain publications have historically ignored casual games in terms of reviewing titles (or simply haven't recognised their existence at all), Orr mentions how magazines from a wide media spectrum are now not only acknowledging casual gaming as something their readers are interested in, but how gaming in general is awarded the same relevancy as other more established artistic forms of entertainment such as film and literature.

Fittingly, considering PopCap's strong appeal to female gamers, Orr remarks how leading women's magazines are now covering social and casual games within their publications. In other areas, too, PopCap is proving effective, with casual games seen to have positive influences on kids with learning difficulties such as autism and Asperger's. An East Carolina university also recently published a report proving how such games can help people suffering from stress.

When Casual Becomes Serious

It's definitely a positive time for casual gaming. While the hardcore market does its best to seemingly make it as daunting as possible to gamers, casual gaming companies are arguably doing more to grow the gaming industry than their conventional counterparts.

But PopCap is trying to go even further than just proselytising this new flock to the digital allure of gaming. Games such as Plants Vs Zombies have managed to cross the classification boundaries of casual and hardcore entirely, finding ardent audiences in both camps. When asked if there will ever be a time when the distinction between casual and hardcore will fade away, Breslin reckons that day will come. When, however, is a different question entirely.

With the likes of traditional publishers like EA and Ubisoft actively focusing on the casual market, the sector continues to expand. PopCap welcomes the mega-publishers' interest in the market, noting how it has already partnered with both publishing giants.

"We love it," Breslin says. "It further justifies the market we're in and helps increase awareness of casual gaming. The social space is so young. We're all only dipping our toes in the water at this point."