(17 November 2007 4:00 pm)

MUMBAI: US Internet service provider AOL has relaunched the gaming site Games.com to broaden its advertising capabilities and demographic reach by creating a new look, easier navigation and a more diverse library of games.

The retooled site, which will add twenty new games by year's end, will also facilitate collaboration among players by offering user-generated game reviews, tips and ratings.

AOL Games VP Ralph Rivera says, "The newly relaunched Games.com is the ideal portal for advertisers to target an engaged audience. The site's current and expanding game roster and easier navigational capabilities will make it a mainstay for gamers of all ages."

To provide partners with multiple advertising opportunities, the new site will feature deep, in-game advertising integrations in several online games such as Bingo and Solitaire. In addition, pre-roll ads and in-game interstitials will also provide advertisers with a variety of methods to target an engaged audience.

In an effort to expand the site's demographic reach, Games.com will offer players of all ages gaming choices, while AOL's games.aol.com will still target traditional adult gamers.

AOL Games director Greg Mills says, "By offering next generation online games and continuing to partner with all the leading game casual downloadable publishers, Games.com will be able to offer the best selection of online and downloadable game content on the Web.

"The new community features will provide a destination where people can experience the games they love while connecting with players from around the world."