Eidos Moves Into Casual Arena

Following the successful lead of companies like EA, Eidos has unveiled its casual brand, SoGoPlay. Much like EA's Pogo, SoGoPlay will be used for both a casual game website and for a line of retail games available for various platforms. Titles currently in development under the brand include Merry-Go-Round Dreams for the PC, and Spy-Q and Nervous Brickdown for the DS.

Lou Fawcett, head of casual games for Eidos, says that the company's move into the casual space is in anticipation of the genre's expected boom:

Sales of casual games both online and at retail have exploded in recent months and we intend to harness the existing growth potential in the US
as well as position ourselves ready for the anticipated boom to come in
Europe.