Casual games developer Arkadium has acquired Advergame.com. Arkadium currently powers the casual games sections for sites like myYearbook and AARP.com; CEO Kenny Rosenblatt told us the deal was a lead generation play, as advergame.com has served primarily as a education portal for marketers seeking info about how to create their own branded games. Financial terms were not disclosed.

Rosenblatt said Skyworks, advergame.com’s parent company, had planned on auctioning the URL (as well as sister site advergaming.com); given that Skyworks had established over a decade worth of advertiser relationships (and brand equity), buying the two sites was a no-brainer. The acquisition comes amid an upgrade to Arkadium’s casual games platform; the N.Y.-based company has bundled more social features into all of its games, giving players the ability to create avatars, blogs, as well as share ratings and reviews.

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