Casual's best ever brands, by Big Fish

Speaking exclusively to CasualGaming.biz, Thelen said that the future of the market would revolve around "the market power of break away brands".

He said: "Historically the try-before-you-buy model created a basically 'brand-less' industry and most attempts to adapt non-game related brands to casual failed with a few notable exceptions.

"The brands I'm talking about are casual game brands that are built by being great innovative games. They are gaining adoption by broad consumer exposure while delivering an experience that is unique and builds over time. This results in games that customers will buy impulsively without even trying based on the brand strength alone."

Thelen then highlighted the games he saw as outselling other casual titles by ten-to-one.

He added: "Ask any casual gamer if they have heard of Mystery Case Files, Diner Dash, Bejeweled, Azada, Build-a-lot, or Big City Adventures and if they will be buying the next sequel.

"The trick for developers is figuring out how to build the next big brand and how to stand out in a crowded room."