Summer Continues on with Cellufun’s Beach Party

Mobile and social game developer Cellufun doesn’t want the summer season to end. The New York-based company recently released three mini-games for its Beach Party title that add new social features: Strut Your Stuff, Sand Castles, and Beach Combing. Strut Your Stuff is more of a contest than a game. This title determines who has Cellufun’s hottest avatar. Using virtual beachwear, people dress up their avatars with their own personal style. Other users vote whether they are “Hot” or “Not.” Leaders are tracked until the end of the contest (the end of summer, essentially), when a final winner is declared. The current leader is a 25-year-old mother in California, who has purchased avatar goods totaling over 5000 FunCoins (Cellufun’s virtual currency), which equates to roughly $50. “It’s very social,” she says. “You get to see what other people are wearing, and it makes you feel good to see that other people like what you’re wearing also.” Sand Castles, on the other hand, is actually a game. Players recruit friends to build up sand castles on a virtual beach. Cellufun also makes use of virtual goods and currency. Players purchase tools to help them complete their castles for the cost of about 99 FunCoins. But your interactions with others in the game matters a lot, too. While others might help you build your castle, some would-be bullies could kick it over and force you to start from scratch. With the third title, Beach Combing, users don't have to deal with the rigors of beach bullies and sand castle construction. As the name indicates, players comb the beach looking for virtual items hidden on their section of shoreline. Just like Sand Castles, players can recruit friends to help. They can be awarded trophies and virtual prizes for their finds. Despite the simplicity of these three titles, Cellufun is doing very well. The company has garnered more than 2 million registered users, and roughly 7 million monthly unique visitors. About a month ago, it received a $1 million round in bridge financing from investor Longworth Venture Partners. In the past couple months, Cellufun also stated that it has received more than 150,000 new monthly registrations. Cellufun's user demographics show a 55% to 45% spilt between its female and male players. Most fall within the age range of 16-34.

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Summer Continues on with Cellufun’s Beach Party

Christopher Mack

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Christopher Mack