Are game review sites biased? That's seemingly what AOL thinks: it's launched a new editorial site called FlyTrapGames focused on casual gaming, and the word 'unbiased' crops up a couple of times in the press release.

"We saw a gap in the market for an unbiased, editorially-led site about casual gaming," says AOL Europe's director of games Sean O'Connell.

"This is an opportunity for AOL to create a completely new community, which will offer a compelling vehicle for advertising partners to reach an engaged, niche audience."

Maybe the unbiased part refers to the possible accusation that FlyTrapGames will focus on the casual web games offered on AOL UK's own portal - the company's games site attracts nearly one million unique visitors a month.

AOL says the site will focus on online games on any site, not just its own, though. And there's a dedicated section for iPhone and mobile games too.

The launch is part of AOL's expansion of its MediaGlow publishing network, with more than 30 new sites due to go live this year.