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NEW YORK — Lifetime Networks today announced a major expansion of its digital division by acquiring Roiworld.com, one of the leading brands in the casual gaming area and the number one “Dress-Up” site for teens in Korea. Lifetime will use this acquisition to assemble the top talent and technology in the “Dress-Up” game category, launching a new Roiworld.com in the U.S. and creating Lifetime Game Studios Korea. The move allows Lifetime to continue its emphasis on connecting with women across all platforms.
Focusing on the booming “Dress-Up” category of casual games that combine UGC (user-generated content), social networking and casual virtual-world experiences through fashion, the new Roiworld.com is currently set to launch in the U.S. in early 2009. The Korean version of Roiworld.com had 2.8 million monthly unique visitors and 117 million monthly page views during the month of September.
Coming on the heels of its first-ever digital acquisition with ParentsClick, Lifetime has established itself as the first major women’s brand to recognize the gaming muscle of women in the burgeoning “Dress-Up” category, and its acquisition of Roiworld.com further underscores its position as the number one brand for women’s entertainment. With myLifetime.com already a top-25 gaming destination and major player in the female casual-gaming arena, Roiworld.com will bring more than 1,000 additional fashion and style games to the Lifetime Games portfolio.
“With this acquisition, we see the potential to pioneer a new frontier in women’s digital entertainment,” said Andrea Wong, President and CEO of Lifetime Networks. “Our audience looks to Lifetime to provide an escape — in the digital space and on all platforms. With Roiworld.com, we’re creating another way to provide more women with more great entertainment.”
Kris Soumas, Head of Lifetime Games, will oversee Lifetime’s casual gaming initiative, including this new acquisition. Lifetime Game Studios Korea will be headquartered in Seoul. The studio’s U.S. operations, based in San Francisco, will focus on business development, technology and sales. The studio also has plans to develop integrated advertising packages, social networking features and micro-purchase technology for its games.
“There’s no doubt that Korea produces some of the most vibrant and exciting games today, especially in the growing fashion and style category of the game industry,” said Dan Suratt, Executive Vice President, Digital Media and Business Development. “Lifetime is excited to push the limits of where these games can go, especially with a team as talented as the one from Roiworld.”
Kiseo Kim, the founder of Roiworld.com, will serve as the CEO of Lifetime Games Studio Korea.
“Joining the Lifetime family of digital entertainment is the ideal opportunity for Roiworld.com,” said Kim. “We launched the original site as a way to provide fun and entertainment to Korean teens and now we are so happy to create new games and technology targeting women. The power of the Lifetime brand resonates with women around the world, and we’re thrilled to help expand that global presence.”
Lifetime Games is presently the top content section on myLifetime.com. Downloadable game sales on myLifetime.com increased by 100 percent from 2006 to 2007 and continue to see substantial growth in 2008.
The law firm of Wilson Sonsini Goodrich & Rosati, led by partner Selim Day, represented Lifetime Networks in the acquisition.
About Lifetime
LIFETIME is the leader in women’s television and one of the top-rated basic cable television networks. A diverse, multimedia company, LIFETIME is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. LIFETIME Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (including myLifetime.com) are part of LIFETIME Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.
Contact:
Kassie Canter
(212) 424-7497
kcanter@Lifetimetv.com
comments
On the contrary, the drawing games are so much fun !!!!
And for the previous questions, new roiworld is a beta test because it's new and still needs improvements. And obviously the problem with the registration page is one of them ;-) !
to make an login hope you enjoy the new site