Lifetime Digital, the digital source for women?s entertainment,  will be rolling out a series of Lifetime-branded iPhone games.

As part of its partnership with Arkadium, Lifetime will also be integrating prize and sweepstakes functionalities into the online games available on its flagship digital destination, myLifetime.com. Arkadium currently powers myLifetime.com?s online games platform and its gaming community.

?Currently, Arkadium powers Lifetime?s free, online games channel ? bringing club functionality, and a slate of popular flash games to Lifetime?s already compelling games channel. Extending this experience to mobile is the next step in our partnership,? said Kris Soumas, head of Lifetime Games for Lifetime Digital, New York.

Lifetime Networks is a diverse, multimedia company, committed to offering entertainment and information programming that celebrates, entertains and supports women.

Through its public affairs initiatives, the company also advocates a wide range of issues affecting women and their families. Lifetime Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital are part of Lifetime Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.

The development of a series of Lifetime-branded iPhone games will extend Lifetime Games? popular portfolio beyond the Web and into the hands of mobile users.

Additionally, the prize and sweepstake functionalities on myLifetime.com will enable loyal members to be rewarded for playing games regularly.

As Arkadium continues to build Lifetime?s gaming platform and develop new games, the focus will be on adding even more community features to complement Lifetime Networks? lineup of television shows and portfolio of online advertisers.

Lifetime mobile games target women of all ages.

Current plans are to offer the Lifetime Games via pay-per-download and the company is exploring ways to integrate sponsor brands and messaging into its games.

Lifetime is not new to mobile.

Lifetime Television partnered with Chacha for a mobile advertising campaign meant to drive awareness and viewers to its made-for-TV movie, "Sex, Lies in Sin City."

The ads were embedded in ChaCha's answers service. Also, a call to action asked users to reply SINCITY for time and listing information (see story).

The TV network runs SMS calls-to-action on-air for some of its other shows and movies, public affairs campaigns and ad sales clients, particularly around stunts to drive viewership and audience engagement.

?We have not released any iPhone games to date under the Lifetime Games banner, but plans call for on-air and online promotion across the Lifetime Networks,? Ms. Soumas said.

?Lifetime Digital released an Army Wives iPhone app in August and we are scheduled to release a DressUpChallenge app in early October and a women?s tarot app in the fourth quarter,? she said.

Dan Butcher contributed reporting to this story.