Lifetime Buys ‘Dress-up’ Game Site Roiworld.com

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Lifetime Networks has acquired Korean-based Roiworld.com, the No. 1 dress-up site for teens in Korea, with plans to assemble the top talent and technology in the game category, launch a new Roiworld.com in the U.S. early next year and create Lifetime Game Studios Korea.

Dress-up games combine user-generated content, social networking and casual virtual world experiences through fashion. The Korean version of Roiworld.com had 2.8 million monthly unique visitors and 117 million monthly page views during the month of September.

Lifetime recently made its first -ever digital acquisition, with ParentsClick. Roiworld.com will bring more than 1,000 additional fashion and style games to the Lifetime Games portfolio.     

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.

Kiseo Kim, the founder of Roiworld.com, will be CEO of Lifetime Games Studio Korea.  

Lifetime Games is top content section on myLifetime.com. Downloadable game sales on myLifetime.com increased by 100% 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.  

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