Women’s cable programmer Lifetime Networks knows its audience and that audience likes casual gaming, which explains the latest news from the new home of Project Runway: UK-based King.com will be the exclusive provider of co-branded skill games for MyLifetime.com. King.com claims to be the world’s largest provider of skill games, and hosts virtual tournaments for money stakes. Its audience skews towards women 25-plus, with women making up about 65 percent of the players. King usually charges a fee for hosting the game; Lifetime hasn’t responded yet to a query about how revenue will be split between the two companies.
The Hearst-ABC joint venture already hosts hundreds of downloadable and online games aimed at women under the tag “games women play.” RealNetorks’ RealArcade syndicates to Lifetime, which also sells Real’s GamePass. Some games are directly tied to Lifetime programming — a hidden object game developed by Merscom for Blood Ties sold more than 100,000 units. (A Merscom exec told MediaPost the return on investment was about $500,000.) The Lifetime Digital sites had 3.7 million monthly uniques in May, according to comScore (NSDQ: SCOR) Media Metrix.