A large number of women visiting iVillage told the site that they wanted casual games to be included with their visiting experience. In response, iVillage has partnered with Electronic Arts to bring some of their game properties from Pogo over to their site in a syndication deal.
Ezra Kucharz, iVillage's chief operations officer, said, "There are 34 million women who play casual games online. More women over the age of 17 play games than men under the age of 17." That's quite an amazing fact when you consider it. Kucharz added that their target demographic is also a major market for the Pogo franchise.
According to comScore Media Metrix, 39 percent of women visit online gaming sites while spending 83 million hours playing on them a year.
The gaming channel will be hosted on the iVillage site, while being co-branded with Pogo. The two companies are in talks about the best way to sell ad space on the channel.
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