LimeLife was once a mobile games publisher targeting women - and this was a good year or two before the industry woke up to the fact that at least half of mobile game downloaders were female.

However, the company hasn't settled for a reputation as a pioneer. It's been gradually transforming into a more general provider of applications and services, although still with a female focus.

Now it's launched a women's lifestyle web portal, on the back of $4.75m of VC funding taken back in May this year. The new site includes blogs, social networking elements and a spin-off Facebook application. It builds on the company's existing mobile website.

"LimeLife is the first company to establish a female lifestyle brand on the mobile web," says CEO Kristin McDonnell. "Today's beta launch of our online destination marks the next step in the company's strategy to introduce LimeLife's original content to an audience that navigates seamlessly across media platforms."

It's yet another example of a mobile games firm diversifying beyond its roots – companies are realising that the skills they honed in mobile can be put to use in other areas where they'll meet less technical and business restrictions.

It'll be interesting to see if the new website has a strong mobile games element, though. Publishers would surely be interested in a female lifestyle portal prepared to promote relevant games to its users.