Hollywood Interactive Group announced today that it had raised $5 million in a Series A round led by BlueRun Ventures. That's up from the $3 million of a $4 million round that they expected from BRV earlier this year. The money will help Hollywood Interactive, which debuted this summer, develop its multiplatform initiatives, starting with MyHollywood.com. The site is currently in beta and targets women 18-34 with casual games and a community based around celebrity gossip. The focus, though, is on the upcoming "Red Carpet Game," a virtual world set in a virtual Hollywood. The Red Carpet Game is targeted for early 2009.
“This funding represents a tremendous vote of confidence in MyHollywood.com and recognizes the incredible revenue opportunities driven by our audience on the Internet,” CEO Joey Carson said in a statement. “BlueRun Ventures has been a great strategic partner and ally for our business and we look forward to their continued support as we develop the first MMO experience designed specifically for the millions of women who love celebrity news, casual games and shopping.”
In The Red Carpet Game, users will create custom avatars, "Mystars," and earn points through referring friends and playing celebrity-themed minigames. Points let users collect virtual goods, build private virtual rooms, and access VIP areas. It looks like they can also buy their way in: the business model splits between "virtual item and premium package sales; pre-paid cards; premium brand placement/integration; traditional IAB ad units and pre-roll video; and revenue shares" through strategic partnerships.
UPDATE: MyHollywood.com also announced today that it had tapped Joan and Melissa Rivers for Emmy Awards red carpet commentary. The two will also be featured in a webisode rounding up the coverage with interactive links to partner Zappos.com.
"We are back on the red carpet with MyHollywood.com and giving our fans what they love, shockingly candid commentary on red carpet fashion,” Joan Rivers said in a statement. “There will be glamour, excitement, and, of course, amusing remarks on the hottest celebrities’ sexy fashion smashes and tragic crashes.”
“It makes perfect sense for us to be trailblazers on the ever-growing internet which will allow us expanded freedom and creativity,” added Melissa Rivers. “We are thrilled to be a part of MyHollywood.com.”
Comments