Women's portal iVillage has resurrected its games strategy as it looks to take advantage of a growing appetite for casual games.
The NBC Universal owned website has launched a series of trivia and celebrity themed games for its audience of more than 2m users.
The games channel launches as the site looks to emulate the success of iViallage US, which has seen increased levels of engagement driven by casual gaming.
The games channel will be pitched to advertisers along with editorial and display tie-ups across the site.
Italian liqueur Disaronno is the first brand to take over a game, with a branded Cocktail Matcher game.
www.ivillage.co.uk
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