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Telegraph Media Group (TMG) has launched a dedicated gaming channel to take advantage of the growing interest in casual gaming.
The CluedUp site, created by digital agency World Archipelago, will offer more than 50 new puzzles a week, including sudoku and recently launched crossword Toughie.
TMG already has more than 10,000 paying subscribers for its games, which start at £2.99 a month, making it a lucrative additional source of income for the publisher.
Steve Stiles, interactive sports manager at TMG, said, "Some of our gamers are casual Telegraph readers. We're now looking at ways to drive players back out into editorial content across the portfolio."
The launch comes as ComScore found UK traffic to online gaming sites has grown 4% over the past year. EA Online saw a 31% increase in traffic in September compared to August, reported ComScore.
EA VP Keith Ramsdale said, "We know the audience is growing. Online is a massive and ground-breaking opportunity for this industry."
In-game advertising is also benefiting from the sector's growth. Ed Bartlett, founder and VP for Europe at IGA, said September was the best month ever for the in-game ad company as it made 30% of the year's revenues so far that month.