From SFGate’s interview with Ubisoft’s Laurent Detoc:
Casual games are attractive not only to gamers but also Ubisoft, which can develop many of those titles for cheaper. But Detoc said the casual games are not complete cash cows because Ubisoft’s is using a certain amount of those profits for marketing, which he said is necessary to draw in new casual users, who are not as hooked in to games as hardcore gamers.
“The margins on these games are good when you look at development, but it takes a lot of marketing dollars,” he said. “It’s like packaged goods. You have to think about marketing, retail space, branding.”
When you sell games to “non-gamers” you’re not only selling the game, you’re selling the concept of “games!”