Robin Games has raised $7 million in a seed funding spherical for what founder Jill Wilson calls “lifestyle gaming.”

Such video games are geared towards audiences for cellular video games that aren’t the standard hardcore targets. In an interview with GamesBeat, Wilson, a former Jam City govt, mentioned the concept is to mix way of life content material with free-to-play cellular video games.

“I realized that I want to keep making games,” mentioned Wilson, who left Jam City and traveled the world together with her husband earlier than beginning the corporate. “And through my travels, and really actually long before that, I’ve been really interested in making the type of content that we’re going to be pursuing now, which is the hybrid of free-to-play mobile games and lifestyle content now like the lifestyle blogs, magazines, and lifestyle influencers on Instagram. We’re fusing that two together to make what’s a new type of entertainment or a new genre. We call it lifestyle gaming.”

Robin Games raises $7 million for lifestyle gaming

Above: Robin Games emblem

Image Credit: Robin Games

London Venture Partners (LVP) led the spherical, with extra funding from leaders throughout gaming, media and leisure, together with 1Up Ventures, Alpha Edison, Everblue Management, Firstminute Capital, Greycroft Tracker Fund, Hearst Ventures, and Third Kind Venture Capital.

“I learned a ton while I was traveling,” Wilson mentioned. “Putting it all together, I realized what really matters on the venture side. What really matters is the same everywhere. I see the importance of these social games. Now, more than ever, we’re all isolated in our homes. All of that led to realizing the opportunity.”

Robin Games raises $7 million for lifestyle gaming

The group has 9 staff and most of them are girls. Most of the ladies have been making hit video games collectively for years at locations resembling Jam City.

Robin Games raises $7 million for lifestyle gaming

Above: Jill Wilson is CEO of Robin Games.

Image Credit: Robin Games

The Venice, California-based firm goals to supply trendy, refined fantasy content material in an elevated method that’s lacking from the present gaming panorama, Wilson mentioned.

“I told people beforehand you’d have to be a crazy person to start a free-to-play mobile games company right now,” due to the competitors, Wilson mentioned. “But I am that crazy person because I found the exact right opportunity at the right time with the right team. So I’m going for it.”

The goal is individuals who don’t contemplate themselves players, however would love a extra interactive expertise.

“I just want to give people these joyful experiences that I know are games that they can play,” Wilson mentioned. “We’re creating kind of new types of fantasy content. And fantasy really has such a grounding in what traditional game fantasies are mythical types of fantasies, war types of fantasies, things like that. But, but there’s so many other types of fantasies that exist in pop culture and with other demographics of people besides traditional gamers. We’re trying to explore some of the more stylish, modern concepts.”

Robin Games raised its seed spherical in underneath two months and it was oversubscribed by $2 million, reflecting not solely the market alternative, but additionally the group’s distinctive place to capitalize on that chance.

“Jill Wilson and her incredible team are already further along than most developers starting out,” mentioned Are Mack Growen, companion at LVP and member of Robin Games’ board, in an announcement. “This team has developed and operated some of the world’s most successful games for a decade, and now they have assembled to bring premium experiences to the massively underserved audience of women. In addition to their industry expertise, they fundamentally understand their audience and the ingredients for powerful entertainment. We are proud to have led their seed round and look forward to helping them redefine what it means to be a gamer.”

Wilson led the groups behind a few of the highest grossing cellular franchises to this point, resembling Cookie Jam and Panda Pop whereas at Jam City.

“I feel fortunate that I’ve worked with everybody on the team,” Wilson mentioned. “They are a group of people who have failed and succeeded together, which I think is really important to be able to do both. We just started but we’ve made some considerable progress in a short time we’ve been up and running.”

As for leaving Jam City, Wilson mentioned, “I loved my time at Jam City and I love those guys. My job there was focused on game development and our teams. And here, it’s not only that, but also, you know, all of the strategic aspects of building and growing this company. I’m in the place now where I’m really excited to be doing it on my own.”

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