So today, Sony Online intends to unveil its plan to retake leadership in online gaming by unveiling three new games in development. More broadly, the new games represent an attempt to broaden the company in four major ways: diversifying its business model, expanding the demographic profile of its customer base, moving into the console market in addition to making games for PCs and increasing its presence in Asia.

At the same time, Mr. Smedley said he wanted to diversify his customer base, which is 85 percent male and 32 years old, on average. Women have become the major driver of the casual games business (games like Bejeweled and Bookworm), and Mr. Smedley wants a piece of that action.

Sony Online’s new direction can perhaps be seen most clearly in a game the company intends to announce today called Free Realms.

While the company’s traditional fantasy and science-fiction games have been aimed at a hard-core male audience, Free Realms is basically aimed at children, especially girls. The game will be free to play in general, but will require paid membership for access to special zones and activities (hence the term “velvet rope”). In terms of microtransactions, players will be able to buy virtual in-game items like pets and clothing à la carte. And there may also be advertising inside the game.

To reach out to girls, Mr. Smedley realized he had to hire more women. The creative director and art director on the game are now women.