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LOS ANGELES--Imagine if all Hollywood cranked out was action movies. You'd have theaters packed with young men, but people who'd rather steer away from action flicks, including many women, would find something else to occupy their time. That's basically the problem the video game industry has had--until recently.
The game industry appears to have found its answer with so-called "casual games," a category of software-based entertainment that includes word and puzzle games, board games, and even some classic arcade titles. While not new, the casual-games industry is enjoying a renaissance driven by advertising dollars and the ubiquity of mobile devices.
"The video game industry year after year is exceedingly good at pumping out action films," says Alexis Madrigal, an analyst at market research firm DFC Intelligence. "Casual games are a step in the direction of coming up with (the equivalent of) comedies and romantic comedies."
Casual games like Bejeweled and Zuma still don't attract much attention at the annual E3 trade show here. While people will wait for half an hour or more just to see a short trailer for big games that in some cases are months from release, casual games are little-mentioned and hard to spot on the show floor. But what casual games lack in hipness, they make up for by being cheap to make, addictive, and highly profitable.
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