Yahoo to offer ad-supported free game downloads

NEW YORK (Reuters) - Yahoo Inc said on Thursday it would offer its users hundreds of popular casual online games as free downloads backed by revenue from advertising integrated into the games.

More than 400 ad-supported games from top casual games publishers like Anarchy Big Fish Games and Sugar Games will be available to users before year-end, Yahoo said.

The company is working with technology providers Double Fusion and NeoEdge to sell and integrate video ads into the Yahoo! Games catalog.

Casual online games are usually games developed for mass consumers. They rarely require much expertise or time to play.

Some of the most popular casual games include Solitaire, Tetris and Bejeweled, and many players of such games are women between the ages of 35 and 54.

Yahoo said in-game advertising will allow it and its publisher partners to drive revenue by providing advertisers access to a coveted demographic of gamers.

(Reporting by Yinka Adegoke; editing by John Wallace)