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BizReport : Trends & Ideas archives : April 01, 2009

AOL launches casual gaming site

If you're looking to target casual gamers, there's a new kid on the block. AOL has launched a new site,, which will keep consumers abreast of the best online games from across the globe.

by Helen Leggatt

AOL identified a gap in the market for an "unbiased, editorially-led" website to cater for casual gamers. The site aims to be a mecca for the increasing number of casual gamers online, and a channel via which marketers can reach this niche audience. Supported by AOL's digital advertising business, Platform-A, will offer display ads as well as content-targeted link opportunities.

Content is king, and AOL are stuffing FlyTrapGames full of it. Features will include independent reviews, hints and tips, hi-scores, competitions and community elements. As well as casual online games, the site will also touch on video, console and mobile games.

"While there are hundreds of sites out there where you can play free online games, Flytrapgames gives gamers a unique curated guide to this world. We aim to highlight the best online games in the world at any given moment," said Sean O'Connell, AOL Europe's Director of Games, in a recent announcement.

Casual gaming has been touted by some as being recession-proof, fuelled by consumers' want of richer, more social, online gaming experiences.

Tags: AOL, casual gaming, content-targeted link, display ads,, niche audience, online games

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