Lifetime Networks is pushing to get into the casual gaming scene and have a casual gaming portal of their own, but they wanted more. Lifetime has announced the acquisition of Korean casual gaming site, Roiworld.com.

Roiworld is the number one teen dress up site in Korean and Lifetime Networks is looking to draw a younger audience in addition to their more mature woman audience. The younger females really like the dress up games and Lifetime is hoping to draw them in.

The dress up games let users dress up their avatars and experience the fashion world through user generated content and social networking.

The new US version of Roiworld will launch in 2009 and should bring some more traffic to Lifetime’s casual games network. Roiworld had 2.8 million visitors a month. As long as Lifetime does not change the site and make it worse, the traffic should continue and bring a new demographic with it.

Thanks Reuters Blogs