There's no shying away from the fact that EA's Pogo - the company's casual games portal - is a platform on the move.

Following up the publisher's decision to export its line up to the Chrome Web Store, EA has now also launched a Pogo games pack on iPhone.

The app, which is available for free, brings together five different casual releases – Poppit!, Word Whomp, Turbo 21, Mahjong Safari and Sweet Tooth 2 – in an ad supported model, though gamers are given the option of upgrading to an ad free version for $2.99.

Pogo power

"We've been entertaining audiences for more than 10 years, and that experience has given us a deep understanding of the types of games that engage people and keep them coming back for more," said EA's SVP and GM for Pogo, Michael Marchetti.

"With the move to iPhone and iPod touch, we're giving people new ways to play, share and compete - now any moment can turn into a fun moment."

Both announcements represent an interesting diversification from EA, with each one very much pushed as part of the Pogo brand rather than individual releases.

The hope, no doubt, is that the Pogo name will be planted in the minds of a wider range of casual consumer, scores of which might then seek out the Pogo games portal proper.