Gaming publisher WildTangent announced it is launching a new, arcade-like token-based payment system, and Coca-Cola has signed on as the new venture's first partner in supplying gamers with "WildCoins" as part of its MyCokeRewards customer loyalty program, reports MediaWeek. WildTangent typically earns revenue from ad placements surrounding games as well as the sale of game titles to users who are initially offered a free session of game play.

WildTangent's videogames are played online or a users' desktop; games are offered through syndication deals with several web portals but will also come preloaded onto all new computers sold by Dell, Hewlett-Packard, and Toshiba this year.

Only 1-2 percent of gamers convert to buyers, but WildTangent hopes the new service will generate more revenue: "This is aimed at users who may not be willing to pay for a full game but are thinking that it might be fun enough to drop the value of a quarter or two," Dave Madden, WildTangent's EVP of sales, marketing and business, is quoted as saying.