Telecommunications service provider Philippine Long Distance Telephone Co. (PLDT) is targeting a potentially lucrative market for "casual" games, a segment of online gaming touted to have a bigger number of users worldwide.

NetGames, a subsidiary of PLDT"s Internet arm ePLDT, has a signed an agreement with South Korean game developer Hanbitsoft to license the latter"s game called "Pangya," which is categorized as a casual game.

Casual games are generally different from other online games, like Ragnarok for example, because they do not involve "quests" and typically require a shorter game play. Rival game publishers like Level Up! and Mobius.ph operate casual games called Hyper Relay and Gunbound, respectively.

The biggest segment of the online gaming market at the moment is into casual games, according to NetGames president Axel Kornerup.

These can be played even by non-technical people and appeal to a broader market, young and old, and can be learned in about five to ten minutes," Kornerup said.

Pangya will have its open beta before the year ends, Kornerup added.

Having a casual game like Pangya fits into Netgame"s "next level" strategy, noted ePLDT"s president Ray Espinosa.

"This involves creating a portal that will feature all our games and create personal networking community like what Friendster did," Espinosa said.

"To be successful, you have to be able to serve all segments of the market. Based on a global study, at least 75 percent of the total gaming population in the world," he added, referring to casual games like Pangya.

NetGames launched last year "Khan: The Absolute Power," also a South Korean-developed game that rivals Level Up!¡¦s Ragnarok and other games available for hard-core gamers. EPLDT promises to bring in more Korean games that would cater to both hard-core gaming and casual gaming segments.

Espinosa said ePLDT is currently pursuing another Korean game it intends to license and add to Netgame"s roster of online games.

Pangya is also licensed in Thailand where, according to Espinosa, has overtaken Ragnarok in terms of number of users. Ragnarok was developed by South Korean game developer Gravity Inc.