From this month, PlayJam's network of casual and social games will launch on LG Smart TVs and Blu-ray players via LG's Netcast platform.
PlayJam will use its own billing, CRM and games servers for the service, which joins applications from Netflix, Roxio Cinema Now, Pandora and Vudu already available on Netcast.
Launched in 1997 as a side venture from digital design firm Static2358, PlayJam publishes games on thousands of TV platforms, including Sky, Freeview, UPC and Dish TV in the US, delivering more than 6bn downloads during the last five years.
Anthony Johnson, PlayJam's business development director, said "As one of the largest consumer electronics manufacturers in the world, LG is at the forefront of innovation centred around the smart living room. This agreement will cement PlayJam's position as the de facto casual gaming destination for TV."
Young-jae Seo, vice president of the LG Electronics Smart TV Team, added: "We're excited to be working with PlayJam to launch their games portal across our range of Smart TVs. Engaging content will form the core of our strategy to bring truly interactive devices into the heart of family life."
Click here to read an interview with PlayJam chairman and founder Jasper Smith, in which he discusses the rebirth of interactive television.