Headed up by former business development exec at Climax Lou Fawcett, the department will oversee the release of console games under the SoGoPlay label, as well as managing MumboJumbo’s casual PC titles, which are sold through Asda and WH Smith.

“We are absolutely looking to establish ourselves as market leaders,” Fawcett told MCV. “We are aggressively pursuing our early entry into this sector with global support from Eidos. We will be positioning our entire online and offline casual offering under the SoGoPlay brand."
 
“Whilst certain other publishers prefer to remain focused exclusively on next-gen development, we choose to maintain our core focus whilst expanding our activities into exciting new areas.”

Eidos is now on the hunt for more new partners that specialise in the genre. The firm already has distribution agreements in place with MumboJumbo and Majesco, which signed a deal for over 23 games with Eidos last month, including upcoming DS title Cake Mania.

“Our recent acquisitions – including Rockpool Games  and Bluefish Media –    coupled with the creation of a dedicated casual games division, is evidence of the  fact that Eidos is serious about its plans to become a major player in the space,” added Fawcett.
 
“Our strategy is focused on identifying the right distribution partners to launch products which specifically appeal to a mass market audience.”