Electronic Arts’ Casual label is no more, having been merged into the company’s Sims publishing arm. Games of the non-hardcore persuasion will now bear the seal of Sims and Casual.

Two years ago, EA reorganized itself and branched into EA Casual, EA Sports, The Sims, and EA Games. Casual handled, as one might expect, casual games; EA Sports pumped out Madden, FIFA and their ilk; and EA Games handled other projects, including new IPs, resulting in games like Army of Two, Dead Space and Mirror’s Edge. It speaks volumes to the popularity of The Sims that the series (and dozens of expansions) warranted their own publishing label.

The combination of Casual and Sims makes sense; after all, much of The Sims’ success is due to its tapping of the casual market.

The head of the Casual label, Kathy Vrabeck, is departing EA altogether. This reorganization comes after EA announced it was cutting 600 jobs and posting a net loss of over $300 million this quarter -- not a good sign after the warm reception of Dead Space and the building anticipation for Mirror’s Edge.