EA have announced plans to axe their current Casual label, but not because the publisher is withdrawing from this emerging genre, rather because they will merge their initiatives on this front with their Hasbro relationship, and The brand.

Kathy Vrabeck, former boss of the Casual brand, has also left EA, the firm announced late yesterday.

"We’ve learned a lot about entertainment in the past two years, and found that casual gaming defies a single genre and demographic," confessed in fresh news.

"With the departure of Kathy Vrabeck, EA is reorganizing to integrate casual games — and marketing — into other divisions of our business."

More from EA, soon.

By Luke Guttridge