Eidos Launches New Casual Games Label


Eidos Interactive announced today that it has established a new casual games label, SoGoPlay.

Recently acquired by Eidos of Rockpool, SoGoPlay was chosen to be a standalone brand that focuses on compelling gameplay, immediate playability and mass market appeal at an affordable price. According to DFC Intelligence, in 2005, casual games accounted for 21 percent of all online gaming revenues. There are approximately 60 million casual game downloads per month, and The Casual Games Association estimates worldwide casual games revenues to be worth $2 billion by 2008.

Lou Fawcett, Head of Casual Games at Eidos, said, “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. … But it’s not just PC games that we’re focusing on, it’s also console and mobile games that have a broad appeal. We’re aiming to establish SoGoPlay as the flagship casual games brand.”

Titles in development at SoGoPlay include SPY-Q and Nervous Brickdown for Nintendo DS and Merry-Go-Round Dreams for PC. A number of unannounced titles for the PS2 and Wii will follow this autumn.

About the author