Online social gaming company King has partnered with Mochi Media, an online games network, to provide website publishers new ways to generate revenue through online games and access the thousands of games in the companies’ newly combined portfolios.

“The casual gaming industry has become an increasingly valuable space, as publishers and advertisers are recognizing the popularity and widespread appeal of online casual games,” said Riccardo Zacconi, the CEO of King in a news release. “King is one of the world’s largest online social gaming sites; we continue to maintain this position by driving innovation in the industry from both the consumer and the business perspective. This partnership is testament to that commitment and has the potential to transform the way that publishers monetize consumers in the gaming space.”

The partnership between the two companies will allow publishers to search through developer generated content and add free ad-support to games with the possibility of receiving a portion of the ad revenues generated from the sites.