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Lifetime Buys Women-Oriented Game Company, Roiworld

November 14, 2008

By Jennifer Hull


Lifetime Networks has announced it has acquired Roiworld.com, a leading brand in casual gaming and the most popular "dress-up" site for teens in Korea. In a major expansion of its digital division Lifetime will 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.

Lifetime's Roiworld.com "Dress-Up" Game to Launch Early 2009

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 unique visitors and 117 million page views during the month of September.

Lifetime Recognizes the Increasing Number of Women Gamers

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 further underscores its position as the number one brand for women's entertainment. With myLifetime.com already a top-25 gaming destination 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."