Virgin Media has launched a new casual TV gaming portal, accessible to its 1.5 million TiVo customers.
The newly-designed Play Games portal offers a "wide variety" of casual games which can be played directly on the TV.
It includes enhanced levels of player recommendation, personalisation and content discovery, Virgin Media noted.
The broadband, home phone and TV provider explained that its TiVo users have racked up more than one million game plays already in 2013.
New games are scheduled to be launched over the coming months, offering a wider variety of choice to its customers.
Current games include Scooby's Creepy Cake Factory, Mahjong, Darts Darts Darts and Who Wants to be a Millionaire?
Virgin Media’s Charlotte Reece said the introduction of Play Games will give causal gaming "a great new look on TiVo".
"The addition of extra games will add even more entertainment to what is the UK’s most advanced connected TV service," she stated.
"With 1.5 million households across the country already enjoying all that TiVo has to offer, we’re giving developers access to a whole new audience and the chance to bring new ideas and even more fun to home entertainment."