EA has launched its Club Pogo casual games service for the UK.
The members only part of the Pogo.com casual games site plans to build on the site's regular 1.3m userbase to attract subscribers. Club Pogo includes a number of user offers, including 'badges' to chart achievements, customisable avatars and weekly challenges.
Club Pogo US already boasts a number of similar features which EA says bodes well for the UK version - in America the site has 1.5m subscribers, according to EA, who spend up to 12 hours a week on the site.
"The Pogo community in the UK has been so vibrant and active since we brought a localised version of Pogo here last August. We are thrilled to offer Club Pogo and the customization, rewards, gems and prizes to this enthusiastic audience," said Andrew Pedersen, Pogo GM.
"We've listened to the UK Pogo players and really tried to deliver a customized experience for them, while providing the opportunity to interact with current Club Pogo players."