Lifetime Television and RealNetworks have announced a new partnership to create Lifetime Presents, a series of downloadable casual games specifically targeted toward the predominantly female audience of both Lifetime Television and RealArcade.
Real will ad-enable specific titles to run video promotions for Lifetime programming beginning in the summer of 2007. The announcement marks the latest partnership between the two, who have been collaborating on LifetimeTV.com's casual games since 2004.
Lifetime says this most recent partnership will allow embedded ad content to specifically target the preferences and sensibilities of its casual gaming audience. According to the company, Lifetime's games initiative has become the top section on LifetimeTV.com, and Lifetime Games has published more than 20 original web games and, more recently, downloadables.
Lifetime Presents will be supported by on-air and online promotions across Lifetime Television's platforms, while Real will run Lifetime promos within its ad-enabled games, allowing consumers longer periods of free game play in exchange for viewing contextual ads that appear between levels or during natural pauses in the game.
Real says it has doubled its ad-enabled game portfolio from 12 to 24 games over the past six months, serving up more than 9 million ad-enabled downloads in the past year.
The Lifetime Presents series will feature the release of new games each quarter, beginning with Games Cafe's Sally's Salon
, which allows players to direct lead character Sally through a virtual beauty salon by performing beauty services, hiring employees, and customizing salon services. The title is expected to be released on July 25th.
"LifetimeTV.com's Games section is flourishing, and we look to this new endeavor to continue to drive the growth of Lifetime Games as well as our leadership position in women's entertainment across multiple platforms," said Kris Soumas, vice president of Games and Interactive for Lifetime Television.