Yahoo has unveiled plans to launch an ad-supported downloadable games service.

The firm promised to offer more than 400 ad-supported games by the end of the year through its Yahoo Games offering.

Yahoo claims that in-game advertising provides advertisers with access to a "coveted demographic" of gamers.

Technology providers Double Fusion and NeoEdge will sell and integrate pre-roll, mid-roll and post-roll video ads into the Yahoo Games catalogue.

Double Fusion will lend its fusion.runtimetm technology and its ad salesforce to enable ad-supported Yahoo games.

Yahoo will also use NeoEdge's NeoARM ad enabling technology along with the NeoAds advertising network and NeoEdge ad sales team to deliver advertising supported casual games.

Paid downloads without advertising will also be available to users on Yahoo Games.

The service will "safely and simply monetise" Yahoo's games offering, according to Kyle Laughlin, head of games at Yahoo.