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Future Ads has launched a new casual games site, PlaySushi.com, aimed at younger players.

The company already operates Gamevance.com, a casual game site for females with 12 million players. But the new sister site will have different kinds of games that appeal to younger players, including males. Irvine, Calif.-based Future Ads says that Gamevance is the sixth-fastest growing web property, based on comScore’s January data.

The new casual game hub will have thousands of games, including some that are unique to Gamevance, such as Duck Hunting and Spy Racer.

Future Ads CEO Jared Pobre said PlaySushi will differ in that it will offer developer-uploaded games and titles from top third-party publishers.

According to comScore, the online gaming category grew 27 percent during the past year to 86 million visitors by year-end 2008, with the total time spent playing online games jumping 42 percent. While other sectors crashed recently, display advertising views for online games are holding up.

Future Ads was founded by Pobre with a $500 investment in 2001. Its competitors include Yahoo!Games, AOL Games, Disney Games, MSN Games, Electronic Arts, BigFish Games, AddictingGames, and King.com. It has 38 employees and has been self-funded to date. The company says it is profitable and tripled its revenue in the past year.

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