Electronic Arts has appointed ex-Activision exec Kathy Vrabeck as head of a new Casual Entertainment department.

The division will develop and publish games for consoles, PCs, handheld devices and mobile phones.

“All over the world, consumers are playing games that don’t require hours of intense concentration,” said Vrabeck. “The common denominator is casual fun.  Whether it will be playing Harry Potter and the Order of the Phoenix on the Wii with the family or downloading Madden NFL 08 on a phone, quick-to-the-fun games are bringing new players and new demographics to interactive entertainment.”

Vrabeck previously served as president of publishing at Activision, a role in which she oversaw the company’s worldwide studios. She has also held management positions in marketing and sales for Pillsbury Company, Quaker Oats and ConAgra. 
 
“EA is aligning talent and resources to focus on the growing market for highly accessible games,” said EA CEO John Riccitiello. “We’re fortunate to have recruited a dynamic executive like Kathy Vrabeck to lead this team. She’s got a proven success record in our industry and the ability to help EA lead this fast- growing genre of entertainment.”