PlayJam, the world's largest TV games network, has agreed distribution deals with Sony, Freeview, UPC, Rovi and Apple for its connected gaming service.

Gaming widgets developed by the UK-based firm will now be made available on all Sony Bravia widget-enabled HD TVs. PlayJam has also adapted some of its most popular titles for Apple's App Store for use on the iPhone and iPod Touch.

PlayJam's sister company Electra Entertainment will distribute the gaming services on connected Freeview devices via the Channel Zero interactive platform, which launched on digital terrestrial television last September.

A direct carriage agreement with UPC will enable the forthcoming launch of a branded PlayJam channel throughout the cable firm's European digital TV network, which has around five million subscribers.

The company will further work with US technology giant Rovi to incorporate gaming services into the electronic programming guides of a range of service providers.

"We're delighted to have partnered with some of the largest CE and media organisations in the world to create a vast distribution network for our games," said PlayJam chairman and founder Jasper Smith.

"We believe casual games will be a key revenue driver for connected devices, shifting the focus of our business to become the leading TV games publisher."

Rovi's Ingo Reese added: "Gaming is a notable component of home entertainment. We're looking forward to working with PlayJam, an experienced player around connected TV games, to streamline and expand consumer entertainment choices in the home."

PlayJam first launched in 2000 as an interactive gaming service on the Sky platform. Over the past five years, the firm's library of 550 casual games has generated in excess of eight billion plays on a variety of digital TV platforms around the world.

Over the next few years, the company intends to create a connected games network encompassing over 450 million TV, mobile, online and consumer electronics devices.