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Eidos Goes Casual with New SoGoPlay Label

In a move to leverage the fast growing casual games business, Eidos Interactive has launched a new label devoted to creating casual titles. SoGoPlay will develop casual titles for PC, mobile and consoles.

 
SCi Entertainment owned Eidos Interactive, known best for the hit franchises Tomb Raider and Hitman, has decided to embrace the growing world of casual gaming. The U.K. publisher today announced its newly formed casual games label SoGoPlay.

This launch closely follows the acquisition of Rockpool a little over two months ago. SoGoPlay was one of two Rockpool sister companies that were also purchased.

"SoGoPlay has been carefully chosen to be the standalone brand which epitomizes the essence of casual gaming and embraces both boxed retail and digital casual titles under a single umbrella," Eidos officials explained. "An emotive and quality-focused brand, SoGoPlay will become synonymous with compelling gameplay, immediate playability and mass market appeal at an affordable price."

More and more companies lately are looking to capitalize on the casual games boom. The worldwide market is expected to reach $2 billion next year, according to the Casual Games Association.

"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 U.S. as well as position ourselves ready for the anticipated boom to come in Europe," commented Lou Fawcett, Head of Casual Games, Eidos. "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 currently in the works under the SoGoPlay label include SPY-Q and Nervous Brickdown for Nintendo DS and Merry-Go-Round Dreams for digital download on PC. Eidos said that several unannounced titles for the PS2 and Wii will also follow this fall.