Viral Marketing Effort Uses E-Mail Games

Share this content:, Berkeley, CA, has unveiled 10 e-mail games as part of its viral marketing strategy to increase its registered user base.

Developed in partnership with LetsPlay Inc., a developer of viral marketing services, the games can be accessed through a Web browser. Registered users play for tokens, or "flips," which can be redeemed for prizes. The company also said the games allow users to chat and play at the same time.

"Our overall strategy is to increase our registered users by having friends e-mailing other non-registered friends to play our games," said Virginia Gray, vice president of marketing at "These games are part of a larger viral marketing strategy that began with the creation of our popular IMGames developed in partnership with AOL." claims to have more than 6.8 million unique users.

The new e-mail games include 4 in a Row, a strategy game; Reversi, a puzzle; literature trivia games; Bet Your Buddy, a betting game; checkers and chess; and Big Darn Word, a strategy word game. said it now has 90 multiplayer games available on its Web site.

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