Lifetime Digital, and Merscom have unveiled their newest release designed for the fast-growing casual gaming market with Create-A-Mall, now available for download at the Lifetime Digital sites and In Create-A-Mall, players assume the role of Kelly, a rising star in a mall development company. As Kelly, players are challenged to become world-class mall developers by filling their venues with enticing stores for customers in six different cities throughout the world. Each store that a player builds provides a daily income that can be used to hire workers, or to purchase materials in order to build more stores or entertainment locations, and add other enhancements to the malls. Players can additionally choose to upgrade their retail outlets to attract more customers, which also earns them additional income. Create-A-Mall is the first game where players have the opportunity to use the money they have earned to buy jewelry, clothing or office decorations. Additionally, users have the chance to earn shopping credits for their stores at each level, provided they have met the level’s goal. “Create-A-Mall is a new addition to the fastest growing casual game genre–‘building simulation,'” said Lloyd Melnick, chief customer officer at Merscom. “Given the high production values of the game, coupled with a theme that really resonates with our audience, we believe this game will establish a very strong position in the market.” Create-A-Mall marks the second game release in the partnership between Merscom and Their first, the iPhone game Fashion Fix, which captured the creative spirit of’s popular dress-up games, quickly earned “What’s Hot” status on iPhone within weeks of its April 2009 release and currently has a rating of four stars from users. “Create-A-Mall is a vibrant extension for our online dress-up community, which brings together millions of women from around the world,” said Kris Soumas, who heads up both and Lifetime Game Studios. “In this new game, women are empowered to not only dress up as an avatar, but to also develop a virtual retail empire.”