EA, iVillage make play for women

February 28, 2007 Electronic Arts has joined forces with NBC Universal's female-oriented iVillage.com to create a co-branded games channel that will feature casual games from EA's Pogo.com. The games channel on iVillage.com will be placed alongside existing channels like health, wellness, diet & fitness; pregnancy & parenting; beauty & style; and home & food. While EA targets male gamers through console and PC game franchises like "Need for Speed," "Madden NFL," "Command & Conquer" and "Tiger Woods PGA Tour Golf," the video game publisher does offer games for the mass market that appeal to both genders, like "The Sims 2," which has sold more than 80 million copies worldwide.

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