Locative Gaming Start-up Booyah Laid off 13 Employees

Locative Gaming Start-up Booyah Laid off 13 Employees
Last week San Francisco-based gaming start-up Booyah laid off 13 employees. The company is behind the location-based, real world monopoly type game MyTown which audience sky-rocketed last year, helping raise a $20 million in a Series B round of funding led by Accel Partners (read here). Booyah had already secured an initial $4.5 million A round lead by Kleiner Perkins Caufield & Byers’ iFund in May 2009.

According to report from Inside Mobile Apps traffic for MyTown and Facebook game Nightclub City have faded in the recent months. It is true that after a few weeks of use MyTown becomes a bit boring, the game lacking a long term addiction mechanism.

In May 2010 MyTown had reached over 2 million downloads, adding 100,000 downloads per week with 60 million check-ins and 250 million virtual item impressions a month.

The 13 employees laid off were mostly in sales. Booyah had indeed built its own sales force to promote advertising on MyTown where you could unlock branded in-game virtual items upon check-ins. The free game also has Google banners, but curiously no location-based ads that we know of.

“We’ve recently made strategic moves internally to better align our needs with our vision and product development goals that we’re very excited about,” CEO Keith Lee told Inside Mobile Apps. “We should have lots of cool products to talk about in the next few weeks,” he added.

Tuesday, February 8th 2011

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