The development is the latest example of AOL growing its portfolio of online media brands based on models that have proved successful in the US. Earlier this month, AOL launched US online men's portal Asylum in the UK.
The new-look gaming site features a new design, easier navigation and a wider library of games. Containing 250 free games, it encourages users to interact with one another via user-generated games reviews, tips and a chat function.
AOL said that the gaming portal gives advertisers more options and a broader demographic target market. Brands will be able to advertise in online games such as bingo, poker and solitaire, while pre-roll and in-game ads - for example reskins on playing card logos - will give brands a variety of methods to target players.
AOL's games in the UK are powered by a selection of companies, including Real Networks, PopCap and Big Fish Games.
The new-look site, which is also being rolled out across Germany and Austria, is based on AOL's US gaming site, Games.com. The latter recently posted month-on-month growth in penetration of 35%, according to research published by comScore Media Metrix for April 2008.
Last month, Michael Steckler, AOL UK managing director, outlined AOL's strategy to build its online media portfolio.
He said: "What you will see in the next three to six months is the launch of products that will be promoted across the AOL portal, but ones that will also be stand-alone as vertical content propositions in their own right."
United Kingdom
AOL gaming initiative to revamp website
LONDON - AOL has forged partnerships with several online games publishers, including RealGames, to revamp its gaming website www.games.aol.co.uk.
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