[2] Focusing on an audience that is often overlooked by the gaming industry, Stardoll is open to everyone but focuses on providing a place for teens and young women to express their creativity and manage their own virtual fashion world, engage in creative social activities with other players around the world, and participate in mini games and challenges.

The game was incredibly successful and served as a starting place for some of Sweden's top tech industry performers, such as Spotify founder Daniel Ek and Lifesum co-founder Marcus Gners and Henrik Torstensson.

Also in 2016, Mattias Miksche bought out his partner investors and placed Stardoll in the hands of gaming industry veteran, Thomas Lindgren.

Stardoll appeals to a wide cross section of users, but their core membership consists of boys and girls from the ages of 13 and upwards.

[10] Players use in-game currency to purchase clothing, beauty, and decor items from Starplaza, the game's virtual shopping plaza.

All members can earn Starpoints (experience points) and Starcoins (in-game currency) by doing different activities, competing in weekly competitions, and completing challenges in the game.

Led by CEO Thomas Lindgren, Glorious Games has expanded its offerings by creating two mobile apps: Stardoll Stylista and Clique, a social marketplace.