"We are merging our Casual Studios, Hasbro partnership, and Casual marketing organization with The Sims Label to be a new Sims and Casual Label," EA told GameDaily, explaining that "there is a deep compatibility in the product design, marketing and demographics."

According to GameDaily's reliable sources, The Sims label executive VP and head Rod Humble will oversee the newly formed Sims and Casual division.

EA split its development studios into four divisions in June 2007--EA Games, EA Casual, EA Sports, The Sims--with each focusing on a key aspect of the EA business.