The MSO, which was acquired by Liberty Global earlier this year, has teamed up with TV technology firm Two Way Media to roll out Play Games.
The portal allows the 1.5 million Virgin subs with a TiVo settop to play casual games.
Creators of casual games, meanwhile, are being encouraged by Virgin and Two Way to work to integrate, test, host, launch and monetise games on TiVo using its Two Way’s game framework, which it claims can make Flash games ready for the platform in under a week.
Games available on the service now include Who Wants to be a Millionaire? and Scooby’s Creepy Cake Factory.
Two Way Media chief executive James Turner said: “Virgin Media’s TiVo platform makes it very easy for their customers to find and play games, and their growing subscriber base provides an excellent opportunity for developers to generate meaningful revenues from their games.”