Feelgood Games will expand IPC’s existing gaming proposition to complement its women’s magazines and website brands such as Marie Claire, Look and Woman’s Own.
No UK-specific online gaming data is available, but US research from the Entertainment Software Association claims women represented 42% of the online game-playing population in 2010.
IPC’s Mousebreaker website, launched in 2001, attracts 4 million unique users per month and is the largest UK-based casual games site for young men, the company says.
The launch of Feelgood Games will pit IPC against other UK female-focused gaming websites such as King.com and Spil Games’ Games.co.uk.
Feelgood Games will house an array of casual games such as Sudoku, Spider Solitaire and Bejewelled as well as casino classics and bingo.
Members also stand to win Marks & Spencer vouchers in a daily competition if they post high scores.
The site is in beta mode but is due for full launch next month. IPC has filmed a TV ad to coincide with the launch, although spots have not yet been confirmed. The site will also be cross-promoted on the publisher’s other female-focused digital properties.