As gaming continues to grow and infiltrate the average household, nongaming companies are trying to cash in. In 2005, Turner Networks launched GameTap, an on-demand gaming service catering to both casual and retro gamers.

　　CBS-owned cable channel Showtime, which airs premium shows such as Weeds and The L Word, is also getting into the act, with the Q2 launch of a new company, reports the Associated Press. Called On Broadband, the gaming-service company will offer on-demand and downloadable games for broadband-connected PC users. Other content will include reviews and cheats, similar to GameTap.

　　"While it might not seem like a natural, when you think about it, it makes a lot of sense for Showtime," Showtime chairman and chief executive Matthew Blank told the AP. "We are used to dealing with a premium customer. We have the marketing and promotional expertise to be in those businesses."

　　The actual service will carry the brand of the local high-speed Internet providers, and On Broadband will take care of "all back-office tasks, including the sale and delivery of games." Revenue for On Broadband will be generated through subscription fees, fees for local cable companies, game sales, and advertising.

　　No specific game titles, genres, publishers, or partnered Internet service providers were mentioned.