• by Ross Fadner , December 14, 2003

Seeking to capitalize on the popularity of Sony's PS2 videogame system, AOL late last week launched a new online service for console's users. Called "AOL Ladders," the service will offer gamers matchmaking, competitive ranking, and prizes.

The online ranking service comes courtesy of a new partnership with eUniverse subsidiary, Case's Ladder, which brings to the table 5 million registered users-the largest Internet ladders, leagues and tournaments system.

Advertisers will note that the move should certainly generate interest from the 18-24 male demographic, as the PS2 games currently available on AOL Ladders all skew, well, decidedly young and male. PS2 games currently supported include SOCOM II: U.S. Navy Seals, Madden NFL 2004, and Tony Hawk's Underground among others, and the list will continue to expand.

Jeremy Rusnak, founder and president of Case's Ladder, underscores the significance of the reach now afforded the service through the AOL partnership: "This partnership will introduce our product to a mass market bearing one of the Internet's most well-known brands."

The service is currently only available to AOL members, and will be provided at no charge. Case's Ladder's 'Platinum and 'Diamond' premium levels will also be offered for $9.95 and $19.95 per month, respectively, which offer more detailed statistics and additional features.

AOL members will be able to find and challenge other players with relative ease, as the service features challenge and service alerts; it is also instant messaging-compatible. AOL Ladders user profiles will have detailed user statistics including match histories to help players find the best match possible to climb their way to the top of the ladder.

AOL said it would expand the service next year by allowing subscribers to form leagues and manage tournaments.

"For us the most important thing we can do to enhance our games offerings ... is to bring the community right to the center of those offerings," Matthew Bromberg, vice president and general manager of AOL Games, told Reuters.

Bromberg said that offering paid gaming competitions was a future goal for AOL Games.

A similar service for the Nintendo GameCube is planned for 2004.