Yeah, fuck all this stuff about casual gaming. I think people still want games that are groundbreaking...We're hopefully going to prove that there's also a very big audience for people who want entertainment in another form, who think of games as being a narrative device that can challenge movies.

There will be more announcements that will be, if you will, licensed intellectual property that will be looking at the more casual consumer that we see as a bigger force in the business...we think there's a different type of consumer that...doesn't want the authentic simulation game that we currently offer.

So I think the market for what we're doing — games that are more sensitive and are centered on character, not shooting — will be monstrous. I have a huge audience ... which is something ABC discovered when 'Women's Murder Club' debuted and it was their biggest premiere on a Friday night in four years."

"After working on top-rated shooters for years, we were ready to work in a smaller company and make smaller games. We started to notice how people with our background were making top hits in the casual games industry," explains Brian Meidell, co-owner of the Copenhagen based company, The Game Equation. "We realized that the high end of the casual games industry was within our reach, and that the shorter product cycles and smaller company setting was exactly what we wanted.

"We designed these pick-up-and-play games to be fun and entertaining, while still presenting depth in gameplay, long-term enjoyment and great value," said Rod Humble, Head of The Sims Studio. "Since The Sims Carnival SnapCity and The Sims Carnival Bumper Blast are available for digital download, the holiday shopper can avoid long lines and still share some fun with everyone on their list."

I get less concerned about game reviews because the casual gamers don't read any of those things...They're not swayed by a low score on IGN or a low score out of one of these gaming sites.

Majesco operations VP Gui Karyo said the new studio would focus on building a product line and IP assets that "emphasize fun, addictive game experiences." Karyo also praised the experience of Petro, who will report to him, as he welcomed him aboard in the studio's leading role.

$720 million USA, Europe (includes online games and versions of those online games sold in retail outlets)

"Despite the growing popularity of YouTube, MySpace, and Facebook, gaming remains the king of online entertainment, driven largely by casual gaming activities," James Kuai, a research analyst at Parks Associates, said in a prepared statement.