Seattle-based developer FlowPlay has announced that it has partnered with casual game developers PlayFirst and Sandlot Games to incorporate their brand properties and games, such as Diner Dash and Cake Mania, into Flash-based virtual world ourWorld.

Launched in April 2008, ourWorld integrates casual games through virtual areas built around the property. For example, with Sandlot's Cake Mania, players can be employed at an in-world bakery, act as customers, and purchase virtual cakes. Integrating PlayFirst's Diner Dash into ourWorld, FlowPlay had added Flo's Diner, an in-world restaurant where players can order burgers or work as servers.

The company believes that in addition to driving a new source of revenue for these casual game developers, ourWorld will expose partner titles to a new segment of casual gamers. FlowPlay CEO Derrick Morton and Sandlot CEO Daniel Bernstein will present a case study on Cake Mania's integration in OurWorld at the Casual Connect Conference in Seattle on July 24th.

Said Morton: "The casual games industry has previously been defined by the downloadable PC game business. This year marks a turning point toward more social gaming with new revenue models and a broader demographic than the middle-aged woman. FlowPlay is on the forefront of this new frontier providing some of the most recognizable casual games in a social environment where players actually interact with the brand, not simply play the game. In addition, we provide access to a more youthful demographic and a microtransaction infrastructure that combines to drive untapped revenue for casual game developers."