RIVAL TV NETWORKS ABS-CBN Broadcasting Corp. and GMA Network Inc. are taking their competition to the gaming arena as their respective gaming units race to dominate the estimated $12.6-million gaming market in 2008.

The networks are taking different routes to gaming glory. ABS-CBN has its wholly owned unit Amped Games. The unit registered 2.5 million active users for 2007 and wants to double that to 5 million in 2008, said Mitch Padua, Amped Games division head.

Amped Games, which is more than three years old, is seeking more distributors for its Amped Games Cards and is expanding its sales force to better serve provincial markets.

GMA is catching up by forging an P800-million joint venture called I-Play with listed conglomerate IPVG Corp., which has an existing active player base of 2.5 million.

“As technology and the market evolves, a network needs to explore new channels to remain relevant,” GMA chair Felipe Gozon said during the launch of I-Play.

I-Play gives GMA instant access to the gaming market, and the unit is more focused on the fast-growing market for casual games, which are essentially simple pastime games compared to the complicated role playing games. To maximize its earning potential, I-Play will use online gaming as a new form of advertising featuring local content and artists.

Will Marimar star Marian Rivera become a character in one of the games of I-Play? GMA Network chair Felipe Gozon did not rule out the possibility since Italian-Filipino actress Nancy Castiglione will be featured in an upcoming game.