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LimeLife partners with Time Magazine

Four mobile games for women on the way

Promoting and potentially expanding the growing market for female mobile gamers, women's content-oriented mobile games publisher LimeLife has announced a new partnership with Time to publish four mobile games based on Time's magazines.

Details of the content, genre and gameplay mechanic have yet to be announced, but the games are expected to be released later this year, according to reports on US website Gamers.com.

Ned Desmond, Time Interactive president, commented: "Time Inc. is already one of the world's largest media companies online and we're fast expanding on to the mobile platform as well, where many of our brands have great offerings. We're confident that the partnership with LimeLife will fortify the leadership of our brands across multiple platforms."

LimeLife was founded by a group of entertainment software veterans looking to capitalise on the female market, offering products and services derived from its proprietary research conducted with women aged 15+. The company aims to provide content relevant to the modern women's lifestyles, providing games, lifestyle applications and branded mobile content that fits the interests and activities of the female audience. From food, entertainment, fitness, home, fashion, to dieting, LimeLife hopes to capture the interest of female gamers with their increasing range of products.

The company has recently secured USD 10 million in Series B funding, led by Venture Partners and including existing investors Rustic Canyon Partners, i-Hatch Ventures and Monitor Ventures. The company aims to utilise the funding to diversify its product range and attract additional branded partners such as Time.

LimeLife CEO Kristin McDonnell added: "We're thrilled to be working with the innovation leader in media publishing. LimeLife and Time Inc. share a common goal of delivering exceptional content to women. We will work with Time Inc.'s best media properties to produce fresh, convenient mobile applications for the increasingly vital mobile lifestyle.

"This opportunity validates our mission of delivering the content women want and need to their mobile phones, making their lives a little easier and a little more fun while on the go," McDonnell concluded.

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