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Lifetime has recently rolled out Dress Up Challenge, a new casual game on its recently revamped myLifetime.com, which has attracted over 100,000 registered users since its May debut.
Dress Up Challenge, which is also available on its own branded Web site (DressUpChallenge.com), allows users to create avatars and then give those avatars makeovers as they compete in various themed dress up challenges using virtual apparel and accessories. The game is a spin-off of a previous MyLifetime original game, My Story is Makeover!
Both Makeover and Dress Up are part of a major initiative at Lifetime to tap into the surging popularity of casual Web games, particularly among women.
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