• by Fern Siegel , March 25, 2009

Lifetime's women got game.

The women's network has launched the U.S. version of Roiworld.com, a casual gaming dress-up site. (The network acquired the South Korean gaming company last fall.) In four weeks, the American site has posted 1.3 million unique visitors and 43 million page views, and has registered more than 100,000 new members.

Members dress up characters, social network with friends and share virtual world experiences. There are more than 1,000 free games to play on Roiworld.com. Players create makeovers on people in four categories: star, model, icon, singer. Celebrities include Michelle Obama, Lil Kim, Eva Mendes and "Twilight" star Kristin Stewart.

Dan Suratt, Lifetime Networks' executive vice president of digital media and business development, says the site is "an asset to our already comprehensive digital efforts." He says the American launch is "only the beginning," with more features to come to enhance online and mobile capacities.

A popular Roiworld.com feature is "Designer Closet," which invites users to play with gowns designed by acclaimed and new designers, such as Carmen Marc Valvo, Ina Soltani, Tadashi Shoji and Gustavo Cadile. This week, the site will feature clothes designed by Shoshanna. In addition to the exclusive monthly "Designer Closet," Roiworld.com adds new closets every week showcasing stars in the news.

Roiworld is one of the leading brands in the casual gaming area and the No. 1 "dress up" site for Korean teens. The network also opened Lifetime Game Studios Korea in Seoul. The studio's U.S. operations, Roi Life, will focus on business development, technology, sales and integrated ad packages.