Comcast's NBCUniversal unit unveiled a new Universal Games Network division that the company said will aggregate all of its online, mobile and social game efforts.

The move, announced at the company's upfront presentation in New York on Tuesday, could help Comcast and NBCU grow ad revenue by offering advertisers inventory that can run in games NBCU creates for Web and mobile platforms. NBCU said the games will allow viewers to collect reward points that can be redeemed for "real and virtual goods across all NBCU gaming properties."

While Comcast is the largest U.S. cable MSO, the company has been focused on using web and mobile applications to grow new media revenue at the cable networks that it owns, rather than create interactive TV applications that rely on cable remote controls. 

NBCU said the games it will create will also use Facebook Connect to integrate with the top social network. "UGN provides NBCUniversal with a unique platform to connect with these consumers and offer our clients a distinct ad solution that taps into the 300 million social gamers active on Facebook and beyond," NBCU president of cable entertainment and digital sales Linda Yaccarino said in a prepared statement.