The site, which is backed by £10m of private and corporate investment, is aimed at the 'soft gaming' sector and offers skill-based games such as backgammon and chess.
MoneyGaming.com acts as a facilitator between players who want to play games for money, typically taking a cut of 2%-10% of the total prize money, which means it is not classed as gambling site under US and UK law.
Liad Shababo, chief executive of MoneyGaming, said: 'No one else is offering games of skill for money, so we will stand out. Our target audience is 18-plus, affluent and well-educated. Middle-aged women are the fastest-growing sector, so 40% of our marketing is aimed at them.'
The activity, which uses the tagline 'Put your money where your mouse is', includes outdoor, Tube posters, regional radio, online advertising and search marketing. Creative and media have been handled in-house.
MoneyGaming is negotiating revenue-share deals to provide white-label games for a number of consumer magazines and national newspapers. ISP Wanadoo is also a major commercial partner in the launch.
MoneyGaming is hoping to capitalise on the popularity of online poker sites such as PartyGaming, which floated on the London Stock Exchange earlier this week.
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