• by Gavin O'Malley  @mp_gavin, July 23, 2007

Working with software maker RealNetworks, Lifetime Television has branched further into the world of downloadable casual games.

The new series of games, entitled Lifetime Presents, come embedded with advertising fit for the network's audience of middle-aged women, along with Lifetime TV promos.

Casual games--which generally require little investment of time--have emerged as a favorite pastime for middle-aged women. As a result, the games have proven to be a boon for portals like Yahoo and MSN, while console makers like Nintendo are exploring the market to reach a truly mass-audience.

In February, NBC Universal's iVillage--which competes for the same audience as Lifetime--did a deal with Electronic Arts' casual games property, Pogo, to syndicate titles from the company's library of casual games.

There are clearly downsides, however, to any product so easily produced and distributed. Analysts, like UBS's Ben Schachter, are already warning of industry saturation. "There may be a 'casual' glut by 2008," Schachter said in a July research note to clients.

Still, business is booming for RealNetworks, which has doubled its ad-enabled game portfolio from 12 to 24 games over the past six months, serving up more than 9 million downloads in the past year. Traffic to Lifetime's games site, meanwhile, has tripled since the section's redesign late last year.

In general, casual gamers are becoming less averse to advertising, according to a study released last week by software company Macrovision.

"This year's survey highlights that advertising is now an increasing revenue option and trials are a must in marketing to casual gamers," Michael Buccheim, executive vice president and general manager of the distribution and commerce business unit at Macrovision, said in the report.

Somewhat incredibly, a full 83% of some 400 survey participants expressed a willingness to view a 30-second ad in order to play a casual game for free.

The Lifetime Presents gaming series will be supported by on-air and online promotions across various Lifetime Television platforms.

Charles Merrin, vice president of North American Games at Real, sees Lifetime's investment of time and energy in its gaming initiative as further validation of the industry.

"Lifetime Television clearly understands what it takes to market casual gaming content effectively, via custom game development, in-game advertising and on-air programming support," Merrin said.

In one Lifetime Presents game, "Sally's Salon," players succeed by directing the lead character through the daily operation of a virtual beauty salon.

Lifetime Television and RealNetworks have worked together since 2004 on various initiatives.