-By Mike Shields

News Corp.’s IGN has quietly rolled out Greenpixels.com, a new content Web site geared for the fast growing universe of casual gamers, which includes a substantial number of women.

The site, which is currently live in beta form, is clearly aimed at the mainstream game player who is more inclined to spend time with Rock Band, the Nintendo Wii or online puzzle games like Peggle--which appeal to both men and women. As the site’s editor in chief Dana Jongewaard, puts it in her introductory note on the site, “This is no longer just a past-time for adolescent(-acting) boys and basement-dwelling social outcasts.”

In fact, Jongewaard, who’s previously held positions at the magazines Computer Gaming World and Official PlayStation Magazine, is one of several female editorial staffers at Green Pixels. Though much like parent site IGN, Green Pixels provides tips on games along with previews and reviews, the site’s content appears focused on the lighter side of gaming culture--among its first articles is 5 Games to Play With Your Significant Other. “Think of us as your geek-chic friend, who tells you about what's actually fun to play rather than just spouting a list of technical features about the latest releases,” wrote Jongewaard.

Among Green Pixels’ debut sponsors is FremantleMedia Enterprises’s videogame version of The Price is Right.