The awesome charmian
has alerted me to an upcoming LJ development
where LJ is teaming up with BigPoint as a media partner
to promote their games to LJ users.
This makes LJ money by a cut in the sales of virtual goods within the games, as well as the ability to "market the page impressions of ... users in games" by which I assume means showing ads in-game (it is, at this time, unknown whether paid LJ users using these games will get an advertising exemption).
You can probably expect the new games page to be a part of the new LJ Extras menu, and given the potentially lucrative nature of the venture, possibly promoted on the home page and becoming part of the house banner ad rotation.