Exploring New Platforms

The shift back to casual games began about four years ago, with Microsoft's Xbox Live environment and the beginnings of online game portals. "A lot of code was being written for mobile entertainment, but it's hard to get that product into mobile phones," Olin says. And so, those games are finding audiences in other ways.

One problem facing game publishers today: In the casual online world, people are looking for free, easy diversions. How can companies create compelling content--while monetizing their investment in the game?

Another issue facing game makers: How to continue expanding the audience for video games? "For those who haven't played a game in five years, the question facing game makers is, 'what is it going to take for them to try a game again?" Olin adds. "Thirty-five to 40 percent of the world hasn't played a video game. Part of that is generational, but over a short period of time, there's no excuse for people not to try playing a game." Casual gaming is one effort to invite them.