In a reversal, CrowdStar launches app Lush mode is more of a catalog than a game

      Crowdstar based social and mobile game that has made a name for targeting young women with fashion-oriented title, is a departure from the pure game with a new application that looks more like a catalog of interactive clothing.

Called Covet mode, the app is like an interactive shopping magazine for women to layer clothes on a virtual mannequin. It feels like it has more of a public Polyvore-like. (This is the Goldman Sachs and the site Venture Capital Benchmark create as about 19 million monthly users collage of elements from real-mode.)

You can choose genuine clothing and accessories designers such as Rebecca Minkoff, Halston Heritage and Cynthia Rowley. You can earn in the competition for the actual goods and see the Style Tips designers such as celebrity stylist Rachel Zoe, who actresses like Anne Hathaway and Jennifer Lawrence dressed.

The idea is that this to the attention of the female consumers is to win on iPads and iPhones, a better way, something like a traditional fashion magazine. Upscale fashion magazines trying iPad applications, but many of them are static images of the actual pages of the physical magazines that people who slip through.

Already tapped Crowdstar previous games like Top Girl and Social in the behavior of the association and virtual appearance, but Covet takes a little further.

The application should not feel like a game, and that's because the company wants the potential user base for even more women who can not take into consideration to expand social actors.

"It's more like 70 percent photographic. This is not just a cartoon," said Jeffrey Tseng, CEO of CrowdStar is. "Although we believe that the game is accessible to everyone, there is a certain connotation around games. Abou all developed this app to be not only a game but also a shopping experience and content. Perhaps a person is in fall in love with a certain piece and possibly buy. "

Every day, users have a certain virtual allocation, they may have to buy several dresses and clothing. But the part of the virtual currency of the application is not really the point. Crowdstar not tried the same kind of "grinding" or mechanical time-consuming than many other game developers get the players can use to spend more money.

Tseng said that players can purchase premium currency, but the conversion rate is very cheap. This can be 1 cent a virtual dollars.

He added that the high-end brands do not like the application may be felt tarnished their image of exclusivity.

"When they saw that we built, they felt that he really had to align their brand. 'S appearance and not really a sense of cartoonish at all," he said. He added that although social actors stereotype may be less discretionary income, "people do splurge on pieces that fall in love with it."

The app comes at the end of June and is currently being tested in various international markets.

Crowdstar took $ 46.5 million, including $ 12 million in a round earlier this month to fund this project and another game. The company has been around for several years and was one of the first players on the Facebook platform before the transition to iOS and Android. The company is backed by Intel Capital and Time Warner.