SCi Interactive is taking a cue from the book of Nintendo, forming their own brand aimed at casual gamers just as Nintendo did with its Touch Generations label. The plan is to offer games to a more mainstream audience, through both boxed retail product and digital downloads. "Traditional videogames have alienated potential customers," says Lou Fawcett, the head of SoGoPlay. The label, which was created by SCi Interactive, is aimed at marketing casual games with the same intensity as AAA titles. Right now, the new label is focusing on a few projects for the Nintendo DS and PC, but will be creating titles for the PS2 and Wii shortly after.
