GameHouse has moved from downloadable PC games to mobile, free-to-play titles, premium releases and subscriptions while continuing to describe its work as making casual games for women. CEO Simonetta Lulli Gómez’s account of that evolution shows how the company has adapted its business model and says it uses player feedback to shape games. “Games for women” is GameHouse’s positioning—not a claim that women all want the same games or that one studio speaks for every player.
What GameHouse is—and what “games for women” means
GameHouse describes itself as a developer, publisher and distributor of casual games for mobile and PC. Its official profile says it designs around women’s gaming interests, with story-led games and strong women characters. That is the company’s stated design lens, not a universal definition of women’s preferences.
Its portfolio includes established series and newer formats. The company’s inclusion article points to protagonists in Delicious World, Hearts Medicine – Doctors Oath and Text Express: Word Adventure. Its current profile lists distribution across mobile, PC, Apple Arcade and subscription services. GameHouse says it has created and published more than 3,000 games and apps; that catalogue figure is a company-reported count and may change.
How GameHouse moved from PC downloads to mobile
GameHouse’s story began in downloadable PC games. GamesBeat reports that Ben Exworthy and Garr Godfrey founded the company in 1998 and that its early focus included the PC game Collapse!. The same account says RealNetworks acquired GameHouse in 2004 and it merged with Zylom in 2006. Those details come from GamesBeat’s company-history account.
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In a 2023 interview with GamesBeat, Lulli described a business that began in web gaming and shifted toward a female audience. She recalled the first Delicious phone game arriving in 2006. By the interview’s 2023 context, she said the franchise’s universe included 19 games. GameHouse’s achievements page later recorded that more than 20 Delicious games had launched by April 2024.
The company’s transition was not simply from one device to another. Its portfolio came to include different ways to access and pay for games: downloadable and premium PC games, mobile releases, free-to-play games and subscriptions. GameHouse’s milestones include the November 2023 Apple Arcade release of Miracle of Life+.
Free-to-play and subscriptions use different payment assumptions
Lulli says GameHouse launched its first free-to-play title, Delicious World, in 2019. She also places the start of its mobile subscription business around 2017 or 2018 and said it offered more than 60 games at the time of her 2023 interview. These are her recollections and refer to that interview period, not a current catalogue count.
| Model | When players pay | Design implication in Lulli’s account |
|---|---|---|
| Subscription | Players have paid for access through a subscription. | Lulli’s view is that subscribers should be able to enjoy the game without the same payment dynamic as free-to-play. |
| Free-to-play | Players can begin without paying; payment operates differently from a subscription. | Lulli describes it as a distinct design relationship to payment, without claiming a specific revenue or retention outcome. |
This comparison reflects the CEO’s business and design perspective, not a proven rule about how every subscription or free-to-play game is made. The available company and interview accounts do not give comparable sales, engagement or profitability figures for the models.
How GameHouse says it uses player feedback
In an October 2023 PocketGamer.biz interview, Lulli said GameHouse involves its audience “from ideation right through to live ops updates.” She described surveying and playtesting players and using personas to assess what content people want and how they might respond to concepts and features. She also said a diverse team matters to the studio’s approach.
That process connects the company’s audience focus to day-to-day product decisions: player input is presented as something used throughout development and after launch, rather than only as a final test. It is GameHouse’s account of its own process; the interview does not quantify how much any particular feedback changes a game.
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What GameHouse’s 2023 survey does—and does not—show
GameHouse’s 2023 “Me time – Game time” press announcement reported survey findings about women’s gaming and leisure. The figures below are the company’s survey results, not independent estimates of all women’s behavior. The announcement passage available here does not supply a full methods section, so sample size and representativeness cannot be established from it.
- GameHouse reported that 60% of surveyed women aged 18 and older said gaming was fun.
- It reported that 54% of surveyed women played games on iPhone and 42% on Android.
- It said 34% of respondents sometimes felt guilty about taking “me time,” while 15% frequently or always felt guilty.
- Among surveyed respondents, 33% of those aged 35–44 said they favored playing games during “me time”; the reported figures were 25% for ages 45–54 and 20% for ages 55–64.
- GameHouse reported that 46% of respondents aged 18 and older felt they did not get enough or any “me time.”
The results help explain the company’s public framing of mobile games as a source of relaxation and personal time. They do not establish that gaming causes greater well-being, that the survey represents women generally, or that all women prefer casual or story-driven games.
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GameHouse’s 25-year story, as told by its CEO and company materials, is one of changing platforms and payment models alongside a consistent audience focus. Its own approach combines casual play, narrative characters, player research and a portfolio spanning PC and mobile. That history is informative about how one game company has positioned itself; it should not be mistaken for a complete account of women’s gaming or the wider games industry.
GamesBeat’s interview with Simonetta Lulli Gómez was published November 12, 2023 and updated June 18, 2025. For the company’s own milestones and current positioning, see the GameHouse profile and achievements page. Lulli’s product-design comments appeared in PocketGamer.biz; the survey figures came from GameHouse’s 2023 “Me time – Game time” announcement. The company’s examples of women protagonists appear in its inclusion article.
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