Break Media ventures into gaming

Six titles coming in 2010 from new Shanghai-based studio

Break Media is breaking into the games business.

The Web-minded company has built a Shanghai-based gaming studio charged with creating social games that will be integrated across its network of male-skewing websites. Break is currently the fifth-largest video network online, according to Comscore.

Keith Richman, CEO of Break, envisions games opening new revenue streams by selling virtual goods and attracting sponsors for advergaming.

"We're doing great in the ad market, but we believe in the new media world you need competency in video, editorial and gaming," said Richman.

Break's first social game, "MMAFight Picker," launches Monday on Break's site targeting mixed-martial arts enthusiasts, CagePotato.com. Richman expects six games to be produced this year to supplement Break's sites, which include MadeMan.com, AllLeftTurns.com and HolyTaco.com.

The studio, which will staff 30 employees, is led by Alex Lien, formerly COO of Winking Entertainment, a Chinese game development company.
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