Game on for Lifetime with RealNets deal

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Lifetime is capitalizing on the growing number of women engaging in casual gaming with the upcoming launch of a series of online games targeting the female sensibility, the network said Tuesday.

Through a partnership with digital entertainment company RealNetworks, the network will launch "Lifetime Presents" on July 25 on LifetimeTV.com. It is the latest collaboration between the two, whose partnership began in relation to downloadable games in 2004. "Lifetime Presents" also will be featured on casual game destination RealArcade.

"LifetimeTV.com's Games section is flourishing, and we look to this new endeavor to continue to drive the growth of Lifetime Games as well as our leadership position in women's entertainment across multiple platforms," said Kris Soumas, vp games and interactive at Lifetime Television.

The initiative includes embedded ad content and will be promoted online and on-air on Lifetime Television.

The first game to launch July 25 is titled "Sally's Salon" and features a virtual beauty salon in which players will direct the game's lead character to perform beauty services.
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