Singapore’s Gametize sharpens focus with new Lifeplay and GameMaki apps

Singapore startup Gametize has launched a new app that focuses entirely on consumers. Called Lifeplay, it adopts all the consumer-focused features that were in the previous version of GameMaki, leaving the new iteration of the latter as a  part of the company’s gamification platform for enterprises.

GameMaki previously allowed users to set real-life challenges for friends, in effect gamifying life. That aspect of Gametize is now contained in Lifeplay. GameMaki now denotes the company’s white label gamification platform, and part of the solution includes a new GameMaki app which consumers can download in order to participate in games created by enterprises at events or online.

According to Keith Ng, co-founder of Gametize, this move streamlines the experience for users, with the name Lifeplay better reflecting the purpose of the app.

Gametize has come a long way since its early struggles in 2011. But the scrappy team persevered and managed to secure a string of enterprise customers like DBS Bank, Ideas.Inc, and Digital Life, along with funding from Crystal Horse Investments.

More recently, its April Fool’s ploy paid off when TechCrunch featured an article about Gametize’s supposed acquisition by a sushi restaurant.

The company was supposed to introduce a new concept sushi bar, the aptly named Sushitize.