lets be hip, lets follow the trend and become a "me too" with an attitude, name it iMarket, iSimarket, iMark, iSiMark(easy mark?). Logic dictates that you are probably better of avoiding half words if you want more and faster hits or make sure that the name is always followed by the keywords (eg "iMark market simulator") everywhere in your documents, site etc. Let the users propagate the short form of iMark in there communications or anything else they might see fit.