Seattle's Big Fish Games this morning announced a new partnership to provide games for People.com, Time Inc.'s widely visited celebrity news portal. Jeremy Lewis, Big Fish Games CEO, literally got gasps and whistles from the audience when he announced the news this morning at the Casual Connect games conference in Seattle.
Lewis cited People.com's 32.6 million unique monthly visitors and said the company expects the partnership to result "in a very significant expansion of audience."
At the same time, Lewis made a point of distancing the company from a distribution strategy being pursued by rivals including RealNetworks, where Big Fish Games founder Paul Thelen previously helped launch the RealArcade gaming platform.
"The terms of our relationship are confidential, but importantly, our partnership with People.com innovates well beyond generic, white-label syndication arrangements," he said. "We exited the white-label business many moons ago because it does not build long-term value for any of the stakeholders involved."
White label syndication arrangements don't prominently carry the logos or other characteristics of the firm providing the underlying games. Lewis showed a preview of a new "Games" tab on People.com that included the Big Fish Games logo.
RealNetworks' RealGames division on Monday said it added to its business significantly in the first half of the year by focusing heavily on white-label syndication deals, including a renewed agreement with Comcast.net.
Also at the conference Tuesday morning, Lewis also showed a brief video clip previewing an upcoming "cinematic adventure" game from Big Fish called "Drawn."
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