Gamasutra has an interesting interview up with some of PopCap's people — co-founder John Vechey, CEO David Roberts and PR director Garth Chouteau — talking about the PopCap model and structure and the casual market at large. It's a reasonably lengthy interview with a couple of gems contained within:
It is very much a multiplatform, multichannel, multipartner business where our goal is to get our games anywhere they're going to be great, anywhere we can. If your fridge can make a great Bejeweled experience, by god, we'd have your fridge playing Bejeweled.
Zuma and Bejeweled had big game followings, but Peggle has overtaken the gaming community in a way that none of our games have ever really done that. It was dramatically sped up by Peggle Extreme, and we're trying to think of other things as well with Peggle and seeing if that works with other things. Some games... you couldn't do a mash-up of Bejeweled and Half-Life. That would only suck.
There's lots of talk about expansion into other marekts (mobile, console, etc.) and where PopCap is headed next. It's an engaging interview on the subject of one of casual gaming's biggest forces.
PopCap: The Complexity Of Being Casual [Gamasutra]