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Advergaming developer Arkadium is partnering with magazine publisher Hearst Corporation in a multi-year agreement to develop web-based games for some of the publisher's most popular properties, beginning with Seventeen, CosmoGIRL! and Teen, reports GamaSutra.

The casual games are intended not only to keep the readership engaged on the site but also to increase advertising inventory and revenues. Other games on properties such as Esquire, Good Housekeeping, Harper’s Bazaar, Cosmopolitan and Marie Claire are in development, and are expected to launch in the near future.

Arkadium officials note that each game will be customized to meet the demographics and style of each magazine's unique brand.

"As part of our digital strategy, we want to offer relevant content that will further engage site visitors and keep them interacting with our brands for longer periods of time," said Chuck Cordray, Hearst vice-president and general manager.