EA targets women with iVillage deal

Electronic Arts has signed a deal with NBC Universal to supply games for iVillage, a leading online destination for women.

EA's Pogo.com will be the exclusive supplier of casual games to iVillage's 16 million members.

"This relationship will allow us to reach even more women than before," commented Nancy Smith, executive vice president of Pogo.com.

"Not only do we share an audience demographic, but we share a passion for women's issues and a belief that interactive entertainment is a great way to stay connected, stay sharp and keep a healthy mind."

As well as access to a range of titles including Word Whomp, Poppit and Hearts, iVillage will host monthly game nights and offer members a free two-week pass to sample the premium gaming service at Club Pogo.

"The number of women playing games online has clearly exploded and, as the leading destination for women online, we know it was time for us to carve out a space where our members could play to their heart's content," said Ezra Kucharz, COO of iVillage.