• by Erik Sass  @eriksass1, January 7, 2011

PlayJam -- which operates a global network for casual gaming across online, mobile and digital TV channels -- is working to bring its portfolio of over 1,000 branded casual games to millions of households through a new partnership with STMicroelectronics, which manufactures hardware and software for set-top boxes with Internet capabilities.

Under the terms of the deal, PlayJam will integrate its award-winning games into a wide range of ST platforms, like the Freeman Ultra, a TV "system-on-chip" processor which includes a 3D graphics accelerator, interactive features and rich content, including games.

The STMicroelectronics deal augments PlayJam's established partnerships with digital TV services and operators, including Sony, Samsung, Sky, Dish TV in the U.S., Freeview and UPC. Altogether, PlayJam claims to have generated over 6 billion downloads during the last five years across digital TV, mobile and online channels.

Per the company, 56% of people who play the games on a free trial base convert to paying customers, usually in the form of a small monthly fee.

PlayJam itself publishes about 550 casual games and recently struck a deal to carry hundreds of others created by developers across its global network, including popular titles like Puzzler. This included making its software development kit and publishing tools freely available to third-party developers, so they can distribute their games on PlayJam's digital TV networks, as well as create additional features, including tournaments, rewards schemes, leaderboards, chat and messaging to drive frequency and loyalty.

Developers are also given access to PlayJam's system for billing, centralized user accounts and real-time reporting.

Last January, PlayJam joined forces with Accedo Broadband, Betfair, Rallypoint and Two Way Media to create the Connected TV Game Forum, aiming to produce common standards and interoperability for casual gaming software.