MySpace Games, which will launch in early 2008, will let members choose from hundreds of award-winning casual games, from online puzzles to the famed Bejeweled, to play with friends in the community. Users can add and share games through their personal profiles pages.

"Bringing entertainment in the form of fun, social, casual games will enhance our user experience," Amit Kapur, vice president of business development for MySpace, said in a statement. "Our goal is to provide our members with an easy way to play with their friends and give them additional ways to interact."

Socializing with Gamers

Through the partnership, MySpace users will be able to add games to their profile pages from Oberon's portfolio of casual titles so they can play and socialize with friends through their favorite casual games. Players will be able to challenge friends to multiplayer games, invite them to play the same single-player game, or socialize via in-game chat services.

"Our white label casual gaming solution is allowing us to create a customized games platform that delivers a great experience to MySpace users. We're looking forward to responding to users' needs and to involving the best game developers to create the greatest online entertainment experience," said Tal Kerret, cofounder and chairman of Oberon Media, in a statement.

Oberon Media, one of the fastest growing casual-games companies, offers more than a thousand titles delivered by its global distribution partners, including 350 wireless carriers and online providers. Microsoft, Comcast, BskyB, Sprint, AT&T, Yahoo Games, Verizon, Electronic Arts, AOL Games, France Telecom, and NHN all have relationships with Oberon.

Casual Gaming Boom

Pacific Crest Securities and NPD Group estimate casual game play is growing, a potential boon for MySpace's quest for new members. Specifically, casual games revenue totaled $380 million last year in the U.S. That compares to $4.78 billion in sales of console games, the groups estimated. Casual game revenue is expected to increase 35 percent to reach $512 million this year, Pacific Crest reported.

MySpace's decision to expose its 110 million members to casual gaming could bring even greater results. According to James Kuai, research analyst at Parks Associates, MySpace is leveraging an opportunity that could drive longer visits from existing members and the addition of new members to the site. Kuai called the deal a win for Oberon, MySpace, and its members.

Oberon has an opportunity for greater exposure of its titles, he said, while MySpace members get free games in a familiar community. And for MySpace itself, Kuai said, the deal might help ward off Facebook, which is becoming a fiercer competitor.