U.K.-based digital marketing agency Kerb has spun off an online gaming company, Kerb Games.

Led by Jim McNiven, who founded Kerb in 1996, the new venture will also involve industry vet David Lau-Kee, former head and co-founder of Burnout house Criterion. Lau-Kee will act as a non-executive director at Kerb Games, providing business guidance and support.

In a statement, McNiven explained why a digital marketing company is expanding into the development of persistent browser-based online games: "We are developing Kerb Games alongside the Kerb agency to harness the creative skills and knowledge we have amassed over the past decade. Kerb has an unrivalled reputation for creating some of the best advertising games in the market. But it has also been at the forefront in the creation of persistent browser based MMORPGs."

Kerb's marketing expertise includes Flash games, with clients that include PlayStation and Microsoft. The firm considers itself "a pioneer of viral gaming."

Kerb Games will focus on both social gaming and "traditional hardcore online gaming." The first batch of games are slated to launch next year, and will incorporate user-generated content.

Lau-Kee said Kerb's experience in viral marketing and Web community development will help the venture become a success. "The games industry has for too long relied on either accident and circumstance or imported IPs and outrageous marketing spends to generate its hits–user engagement is either random or paid-for," he said.