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Cellufun drapes New York Fashion Week over its mobile gaming portal

Items include designer clothes and beauty products

Cellufun drapes New York Fashion Week over its mobile gaming portal
Demonstrating that the consumption of in-game virtual objects is about impulse and can also be hooked into real world trends, mobile gaming portal Cellufun is running a fashion-themed store during September.

The event kicked off with clothes from Jillian Lewis, a designer and finalist in US reality TV show Project Runway season four.

They were priced at between 100 - 300 Fun coins ($1-$3).

"I am honoured that Cellufun chose me to debut my new collection on their virtual world," said Jillian Lewis.

"This is a fantastic way for me to get my line in front of women all over the world. Cellufun can reach women on their mobile phones no matter where they are."

"Jillian's decision to preview her designs on a mobile platform shows tremendous awareness of how women use technology. They don't want to be tethered to their PCs, and rely on their phones more than ever for access to all kinds of content," said Neil Edwards, CEO of Cellufun.

Other items available as part of the fashion theme included products from the Cygalle Healing Spa, a luxury holistic spa.

Purchasing in-game items such as raspberry Q10 moisturiser or the rice peptide anti-aging serum rewards players with bonus points in the Strut Your Stuff mini-game.

And in a neat reflection of the promotion, Cellufun's players will also be able to get a 25 percent discount on Cygalle Healing Spa products in the real world.

You can read more about Cellufun in PocketGamer.biz's interview with Neil Edwards: Why online gaming portal Cellufun prefers carrier deals to App Store.

Alternatively, you can connect to Cellufun's mobile portal at wap.cellufun.com or online at cellufun.com.

Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.