Now Take 2 gets into casual games

As part of its recent Q3 financial announcements, Take 2 has announced plans to start publishing casual games under a new 2K Play brand.

The label incorporates its Global Star Software label and "targets the growing market of casual gamers interested in accessible, high-quality products," commented Christoph Hartmann, president of 2K.

A casual games division seems to be the must-have interest amongst the industry’s senior execs this year; EA, Eidos, Ubisoft and THQ have all made plans to enter the arena thanks in part to the huge success of Nintendo’s massmarket flavoured Wii and DS platforms.

To back up its first step into a crowded category, Take 2 has nabbed the licensing rights to develop games based on a variety of Nickelodeon properties.