Gajatri Studios Ltd. announced it has received product financing for its social yoga game project from Mediatonic. Gajatri Studios is a new game studio based in Helsinki, that develops casual and social well-being games. Gajatri Studios Founder and CEO, Tiina Zilliacus writes on their development blog that the thinking behind the project comes from people’s desire to play online social games especially when stressed out or after a hard day’s work. Instead of purely virtual gameplay, Zilliacus sees value in incoproating real well-being elements into the gameplay. The number of Facebook players is expected to rise this year to 300 million, of whom more than 60% are women.
According to Zilliacus, “Women play online games more than men, and well-being is one of the most interesting content categories for women. When social game mechanics is combined in a fun way with authentic well-being content, result will be quite exciting for the global female social gamer audience. Mediatonic funding enables in its part agile development of the product.”
Mediatonic investment is focused on project development and commercialization costs, and will be recouped with royalties from product revenues. The game will be published on the Facebook platform by summer of 2012