Targeting women over 20, casual game destination NeoEdge has launched a downloadable game player titled Most Fun, reports ClickZ.

Investing in content, game developers publishing for the player will receive a 50 percent revenue split on the ad-supported titles.

The game is delivered via an RSS feed allowing users to start playing in one click - a strategy that NeoEdge pursued after a study revealed gamers tend to abandon games in three to four clicks.

The advertising model consists of pre-roll, post-roll, interstitial and additional in-game ad units, and NeoEdge plans to add product integration.

NeoEdge has also partnered with ad sales agencies to sell the advertisements, including Engage, an in-game advertising agency that is charged with bringing brands to the table.