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Freeserve is launching an online dating game on its women's

channel, icircle.com, this week.

The Flirtboat will invite players to generate a personal avatar by

registering for the first of four games, with each one lasting 12 weeks.

Aimed at 18 to 35-year-old men and women, users build up points and

kisses on a virtual cruise and interact with other avatars to win an

actual holiday.

Icircle.com's online dating partner webdating.co.uk is the game's

sponsor.

"We expect that it will increase page impressions, visibility of the

brand and in turn registrations. It has also brought in sponsorship,"

said Deborah Sherry, director of operations at Freeserve. "We hope that

it will attract a large audience who will find it fun."

The game will be promoted throughout the Freeserve portal and by viral

marketing. A link to webdating.co.uk will also be included for those

interested in online dating.

It has been created by Sysis, which recently launched in the UK, and

incorporates profiling tools to track usage patterns and build player

profiles.