A teenage boy holed up in his basement may be the image most people associate with gamers, but lifelong game-player Jill Wilson thinks the new face may be women on their cell phones looking to release a little stress.

Wilson, the company's founder, is trying to build a new genre called "lifestyle gaming" and she just got a big boost having raised $7 million in an oversubscribed seed round led by LVP along with backers from 1Up Ventures, Alpha Edison, Everblue Management, firstminute Capital, Greycroft Tracker Fund, Hearst Ventures and Third Kind Venture Capital.

"The concept itself is actually a new category of digital entertainment because it's not squarely in mobile gaming and it's not squarely in existing lifestyle content," Wilson said. "It's Pinterest meets mobile gaming."

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