Speaking to new MCV sister site CasualGaming.biz, Ms. Arons admitted that EA has tried to target the entire family with its casual launches in the past – but that this might not be the cleverest strategy for the publisher going forward.
She told CG.biz:
"Previously when EA has done early launches into casual games we've said 'oh, these games are for everyone'. But for something like Boom Blox we're clear that the primary target market is eight to 12 years old, and we're not even really approaching the gamer press.
"Then there are games like Littlest Pet Shop, which is for girls aged five to eight. That's scary to people in the gaming world who think that if you go too tight you'll miss an opportunity. But that focus is correct - it's so you can really get down to what appeals to the consumers."