Oberon Media, the New York City-based online and mobile gaming which bought I-Play and PixelPlay in the last year, has finally figured out no one understands what Oberon means, and is now rebranding the company as…one guess…I-Play. What this means on a business level is that it has integrated its online, mobile and interactive TV gaming platforms together. The company is also launching its consumer site Iplay.com, with its games such as Dream Day Wedding, Turbo Pizza, ER Rush, My Dog and coming soon, I-play Bowling. Don Ryan, SVP of Publishing for Oberon Media, will run the new unified publishing operation.

SEE ALSO: Oberon Does Some Layoffs; Streamlines Operations; Raises A Big Round; Buys Two Studios

Founded in 2003, Oberon Media is backed by some big money from Goldman Sachs, Morgan Stanley, Oak Investment Partners and Lehman Brothers.

Update: We initially were told by a company representative that the whole company was rebranding but it is limited to the publishing division.