As more casual gaming springs up at every turn — users can even embed game widgets on their Google home page — the companies that produce them are looking for more ways to capitalize. Subscription and games sales alone won’t cut it, especially with increasing access to free games. AT EA’s Pogo, one of the most difficult aspects was getting advertisers to see beyond the young male gamer; now they’re selling ads to the likes of Dove because so many users are womean over 35. But RealNetworks Chairman Rob Glaser says his company has been careful about adding advertising: “The idea is to do this in a way that adds to the ecology of the games business, rather than to do it in a way that either turns off consumers so they don’t download them, or takes from existing revenue streams.”
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