Duo show they're the coolest

[Janine]

Reproduced (Source) from by VALERINA CHANGARATHIL

ADELAIDE mobile content developers Holly Owen and Karyn Lanthois officially launched their hot pink, girls-exclusive Coolestgirlinschool mobile game.

The role-play format of the women-only game seems to be a good recipe for success in the growing global market for mobile-based content.

Research firms estimate the market will reach $32 billion by 2012, with about 60 per cent of the mobile gaming population comprised of women, Ms Owen said.

The game's international versions also were likely to be launched soon.

The game's catch-phrase – lie, bitch and flirt your way to the top of the high school ladder – raised the hackles of child experts and others who believed the game would lead to a higher incidence of bullying.

The game is set in high school and the player gets her chance to deal with stereotypical situations and characters, working towards a "coolness" rating.

It is interactive and built along the lines of teen girl magazines such as Dolly.

However, Champagne for the Ladies founder Holly Owen says it's a game for girls mature enough to have a laugh at high school stereotypes.

Flinders University senior lecturer Karen Vered – a specialist in children and their use of media – said she had tried the game and thought it was a good trailblazer.

"It is edgy, fun and moves away from babyish or gender stereotypical games," Ms Vered said.

"We did not set out to be sensationalist. I will be interested to see what girls who play this game have to say," said Karyn Lanthoi,s of Kukan Studio.

Champagne for the Ladies and Kukan Studio have also set up a social networking site for the gamers on the lines of social wiki sites such as MySpace and Facebook.

Priced at a one-time cost of $5.55 (plus standard data rates charged by service providers), the game is compatible with Vodafone, Virgin, Telstra, Three and Optus networks and also has handset restrictions.