Superbloom on evolving mobile games for women
Danielle Partis
News Editor
Thursday 21st April 2022
The casual mobile market is flooded with hobbyist titles that are clumsily designed to appeal to a female audience, from suites of hypercasual fashion and makeover games to narrative-driven home design games.
Mobile veterans Emily Yim and Ksusha Zito have followed this market for a while, and have identified the need to create games aimed at women that tap into interests beyond the usual stereotypes, to craft deeper social experiences that more types of women can enjoy.
With a $3 million seed investment to build a team, Yim and Zito are poised to bring their own offering to the mobile market, with aims to create casual games that go beyond more traditional gender stereotypes.
Yim and Zito do not identify themselves as "gamers" by definition, but both play and appreciate casual mobile games and came together through a shared love of the genre. Yim tells us that she started out as a PC gamer, but her interests later pivoted to casual and mobile gaming, even more so after becoming a mum.
Emily Yim
"It became kind of a lifeline because I couldn't really control my day," Superbloom CEO Yim tells GamesIndustry.biz. "My days were tied to the baby and it was a chaotic experience. Mobile and casual games became a source of control, productivity and joy."
After that, Yim started to pay closer attention to the types of games aimed solely at women, how they're portrayed in games and the narratives that follow them. She quickly noticed that that the vast majority of said games were puzzle and story games revolving around themes like fashion and home decoration, and became quickly disappointed by that.
"I started to expand this idea of a game studio built by women and making games for
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