Mobile Fashion Games Experience Remarkable Growth
The mobile fashion gaming sector is witnessing substantial expansion, particularly among younger demographics who show a strong affinity for this genre. To gain further insights into this trend, we consulted Gala Iefremova, the founder of w7g, a company that was previously known as Suitsme. While Suitsme has now become synonymous solely with the game, w7g has broadened its scope to encompass a wider femtech initiative.
Challenges of First-Time Entrepreneurship
The inception of Suitsme marked Iefremova’s entry into entrepreneurship. She acknowledges that this journey was fraught with uncertainties, requiring her to juggle multiple responsibilities. “One of the most significant obstacles was learning to rely on my instincts amidst complete unpredictability,” she reflects. “Having never launched a game from the ground up, I had to adapt quickly by engaging with others, asking pertinent questions, and accumulating knowledge along the way.” Recruitment posed another considerable challenge, as Iefremova notes that the urgency to launch can often tempt founders to prioritize rapid hiring over finding the right candidates. She mentions that while some of her initial hires are still with the studio, others did not work out. “I would advise to build quickly, continuously test, and accept imperfections. Some errors may take years to rectify, and that’s simply part of the entrepreneurial journey,” she states. “Reflecting back, I realize how early mistakes in forming our team led to technical issues that are still challenging to resolve today.”
Overcoming Gender Barriers in the Gaming Industry
For Iefremova, establishing a studio as a solo female founder has presented its own set of distinct challenges, particularly in a male-dominated field. “In the beginning, I frequently found myself as the sole woman in various settings, be it executive meetings, tech teams, or conferences,” she explains, noting that subtle behaviors often reinforced feelings of exclusion. “I recall joining a new tech team where the men greeted one another with handshakes each morning but hesitated when it came to me. It wasn’t overtly hostile, just unfamiliar. Yet, such behaviors significantly impact how included someone feels.” To drive change, she underscores the necessity of not only hiring women but also creating pathways for their advancement. “At w7g, 84% of our team comprises women, with 75% in leadership roles. This achievement was not coincidental; it required deliberate efforts to cultivate an environment where women could thrive, innovate, and lead.” As a Women in Games ambassador, Iefremova is dedicated to fostering meaningful change within the industry, advocating for greater representation and opportunity for women. “The industry must move beyond mere intentions and implement systemic, measurable changes,” she asserts. “Many women are disheartened from entering or remaining in the field because they perceive a lack of progression opportunities.” She emphasizes urgent areas for improvement, including representation, workplace culture, and career opportunities. “We need more women in leadership and decision-making roles—not just on diversity panels, but integral to core business and product teams.” Creating supportive environments is equally essential. Iefremova advocates for mentorship programs and clear advancement pathways as critical components for companies to consider. “If we aspire for a more diverse industry, we must be willing to look beyond traditional resumes,” she advises, encouraging women to confidently take ownership of their space. “You can lead with empathy and intuition while remaining strategic and results-oriented. There’s no need to conform to male standards; just demonstrate your capabilities on your own terms.”
The Suitsme Team’s Dynamic
Currently, the studio comprises a growing team of approximately 40 individuals across two projects, including Suitsme and a newly developed self-care app called FABU. Of this team, around 25 are fully committed to Suitsme. Hiring and leadership remain a top priority for Iefremova, who personally conducts final interviews for every potential new hire. “It’s vital for me to gauge not only their experience but also their thought processes, motivations, and alignment with our values and vision.” She recognizes that the predominantly female leadership at Suitsme influences both the product and user experience, with many team members expressing enthusiasm for fashion and self-expression. “We’ve cultivated a culture of open feedback, transparency, and mutual respect, which tends to attract individuals—particularly women—seeking meaningful work devoid of office politics.” Iefremova further notes that a male designer contributed to the game’s core visual identity, serving as a reminder that “talent and creativity are not confined by gender.”
Exploring the Fashion Genre and Market Opportunities
Iefremova’s passion for fashion was the driving force behind the creation of Suitsme, as she sought to explore her love for fashion in a digital format. “The concept of dressing a digital avatar reminded me of my childhood days playing with paper dolls and designing outfits, but I found existing offerings to be outdated. I wanted to develop something visually appealing and contemporary.” Iefremova also identified the potential to merge style exploration with the notion of mindful consumerism. “I envisioned integrating style tips and offering guidance to help women learn about fashion in an interactive and sustainable manner.” However, community feedback quickly became pivotal in shaping the development of Suitsme, revealing that most users were less interested in style education and more focused on creative expression. “They didn’t want tutorials on color blocking; they wanted to create characters like an ocean goddess or a princess.” This insight prompted a significant pivot, leading to an expansive library of over 18,000 garments in the game, many of which are generated using AI and fine-tuned by the team’s professional fashion designers to suit their digital avatars. While some may view fashion games as a niche market, Iefremova contends this perception is misguided. “These games attract vast global audiences, predominantly women, who seek creativity, self-expression, and a reprieve from the competitive or combat-oriented gameplay that predominates the industry.”
Suitsme’s monetization strategy has evolved in response to audience engagement. As it became apparent that users desired a more imaginative experience rather than a practical wardrobe-building tool, the focus shifted entirely towards in-app purchases and fostering long-term user retention. “The longevity of our core users spans several years, which is remarkable in the mobile gaming sphere,” Iefremova states. She emphasizes that their results are indicative of this approach. “Players remain engaged because the game adapts to their evolving preferences and because it offers emotional satisfaction.” The game boasts a strong engagement rate, with users averaging session lengths exceeding 15 minutes. Looking forward, Iefremova perceives significant opportunities for both Suitsme and the broader fashion gaming genre. “Currently, we are concentrating on enhancing personalization and integrating AI, exploring features that transform the game into a creative studio for exploration.” Community-driven content is set to play a more prominent role in the future, with some ideas directly sourced from player feedback. As for the larger market, Iefremova anticipates ongoing growth. “Fashion games will occupy a unique space at the intersection of entertainment, self-expression, and even wellness. They will evolve beyond mere games, becoming platforms where individuals explore their identities, creativity, and sense of belonging.”
