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GameHouse’s 25-year story is a shift in how it makes and delivers casual games: from downloadable PC and web titles to mobile, free-to-play releases, premium games and subscriptions. CEO Simonetta Lulli Gómez describes designing around a female-first audience as a continuing lens—not a claim that all women want the same games or that GameHouse speaks for the whole industry.
How GameHouse changed over 25 years
GameHouse describes itself as a developer, publisher and distributor of casual games for mobile and PC, with stories and strong women characters at the center of its female-first positioning. Its official profile says it has existed for 25 years and has created and published more than 3,000 games and apps; those are company-reported figures, and catalogue counts can change. The profile lists distribution across mobile, PC, Apple Arcade and subscription services. GameHouse’s company profile
GamesBeat’s account of the company’s history says it was founded in 1998 by Ben Exworthy and Garr Godfrey, initially focused on downloadable PC games, and began with Collapse!. The article reports that RealNetworks acquired GameHouse in 2004 and that it merged with Zylom in 2006. These milestones are GamesBeat’s historical account. GamesBeat’s interview with Simonetta Lulli Gómez
In that interview, Lulli recalls a business that began in web gaming and moved toward a female audience. She places the first Delicious phone game in 2006; in the interview’s 2023 context, she said the franchise universe included 19 games. GameHouse’s official achievements page later recorded that it had launched more than 20 Delicious games by April 2024. GameHouse achievements
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The move was not simply from computers to phones. GameHouse’s portfolio came to include different release and payment models. Lulli says the company launched its first free-to-play title, Delicious World, in 2019, while its mobile subscription business began around 2017 or 2018. At the time of her 2023 interview, she described that subscription offering as containing more than 60 games; that is a dated figure, not a current catalogue count.
What “games for women” means in GameHouse’s approach
GameHouse presents “games for women” as a design focus built around casual play, narrative and character—not as a universal formula for women players. Its official profile says it designs around women’s gaming interests and stories featuring strong women characters. Its inclusion article points to protagonists in Delicious World, Hearts Medicine – Doctors Oath and Text Express: Word Adventure. GameHouse on International Women’s Day
Lulli’s account of the process emphasizes involving players throughout development. In an October 2023 interview with PocketGamer.biz, she said GameHouse talks with and involves its audience “from ideation right through to live ops updates.” She described surveying and playtesting players and using personas to understand what content audiences want and how they might respond to concepts and features. She also identified a diverse team as important to the studio’s design approach. PocketGamer.biz’s interview with Lulli
This is the company’s stated method, rather than proof that one audience segment has a single set of preferences. It also makes the positioning practical: audience feedback is intended to inform choices from early concepts through updates after release.
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Lulli frames GameHouse’s subscription business as a way to differentiate its offering, and distinguishes its design assumptions from free-to-play. In her explanation, subscribers have already paid, so the game should let them enjoy it; free-to-play has a different relationship between access and payment. That is the CEO’s description of the company’s design perspective, not an independently established rule for either business model.
| Model | Payment timing in Lulli’s account | Design assumption she describes |
|---|---|---|
| Subscription | The player has paid for access before playing. | The game should let subscribers enjoy the experience without treating each play moment as a new payment decision. |
| Free-to-play | The player can start without paying; payment works differently from a subscription. | Design has a different relationship to payment. Lulli does not provide a detailed breakdown of specific mechanics in the interview. |
The sources establish that GameHouse has worked across mobile and PC, and across premium, free-to-play and subscription releases. They do not provide comparable sales, engagement or profitability data, so the models cannot be ranked by commercial performance on this evidence.
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What GameHouse’s 2023 survey says—and what it does not
GameHouse’s 2023 press announcement, “Me time – Game time,” reported survey findings about women’s gaming and leisure. The numbers below are the company’s results, not broad independent estimates. The announcement passage available here does not provide a full methods section, so it does not establish sample size, representativeness or a causal relationship between gaming and wellbeing. GameHouse newsroom
- GameHouse said 60% of surveyed women aged 18 and older described gaming as fun.
- It reported that 54% of surveyed women played games on iPhone and 42% on Android.
- On taking time for themselves, 34% of respondents said they sometimes felt guilty, while 15% said they frequently or always felt guilty.
- Among respondents aged 35–44, 33% said they favoured playing games during me-time; the corresponding reported figures were 25% for ages 45–54 and 20% for ages 55–64.
- GameHouse said 46% of respondents aged 18 and older felt they did not get enough or any me-time.
CEO Simonetta Lulli Gómez connected the findings to the company’s mission, saying GameHouse wanted to design around female gaming preferences and encourage women to take and enjoy me-time. Emmi Kuusikko, the company’s Head of Product Strategy, Insights and Growth, said GameHouse’s research suggested women sought me-time and found mobile gaming a way to unwind and have fun. These statements describe the company’s interpretation of its survey, not a finding independently verified by the figures themselves.
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GameHouse’s history is less a straight line from PC to mobile than an expansion of platforms and ways to play: web and downloadable games, a long-running franchise such as Delicious, mobile free-to-play, and subscription offerings alongside premium distribution. Lulli’s account connects those business changes to a consistent ambition: build casual, story-led games with a female-first audience in mind, and use player feedback to shape them.
The company’s official achievements page records Miracle of Life+ arriving on Apple Arcade in November 2023, another example of that multi-channel portfolio. GameHouse achievements
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