AWS Convergence Technologies Inc. is set to expand its ad platform for online game providers, enabling their ad partners to target online game consumers.

Sponsor Select will help gamers have more control over their experience by enabling them to select advertisers they would like to see.

"AWS is in the right place with the right kind of product that gamers view as unobtrusive to their experience," says Nick Pahade, president of Denuo. "Having them pick their own advertisers builds a connection and loyalty from the start."

Game developer and distributor Big Fish Games, a partner of AWS, sees the Sponsor Select program as a move "to allow advertisers to deeply reach our valuable demographic."

Windows Live, Hoover, Western Union, Senseo and Walt Disney are also partners of AWS on this program.