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The site was initially developed in 2001 as a mere showcase for the games Mousebreaker Ltd was developing for private clients. But it began to attract a consumer audience aged 18-34 so decided to build it out and to hive off some games to dedicated portals – Blastbilliards, Playforyourclub and Flashcricket, as well as a multiplayer site, Playapal. IPC reckons it has over four million monthly users.
IPC’s male-focused Ignite division is seeing falling circulation for its men’s including Nuts and Loaded so could use the games to drive up stickiness, but ignite MD Eric Fuller said they would not be rolled out on its other sites. There will be a new focus on advertising, however. “We are always on the lookout for digital acquisitions and we know this audience of young men very well.” Founders Richard Pendry and Alick Stott will stay on board.