Images: Casual games

With casual games such as "Bejeweled" (pictured), the game industry is finding a highly profitable way to reach an untapped demographic, namely women.

The cost of casual games games is low enough to allow sponsors to offer free games that are tinged with their branding throughout. Tyson Foods, for example, offered a version of "Bejeweled" in which the game's standard jewel icons were replaced with poultry-themed graphics.

In the casual game "Zuma," players try to unlock the mysteries of Zuma's hidden temples.