The company Electronic Arts (EA) and iVillage have decided to create a co-branded casual game channel driven by EA subsidiary Pogo. Through this partnership, Pogo will be the provider for the over 16 million following of iVillage. Pogo in itself is not a small site featuring free games to those who visit - it has 1.4 million patrons of its pay area Club Pogo.

The amount of patronage that iVillage will bring to the table will definitely bring in some funds that EA may be needing, especially if you consider first quarter of the company's fiscal year last 2006. At the end of the first fiscal year, June 30, 2006, the company reported an US$ 81 million loss. That was US$ 23 million more than the US$ 58 million the company lost during the same period in 2005. Both groups are extremely optimistic in their venture and are hoping that big things will come from it.