Glow Up Games

is a games & creative tech company building the future of interactive entertainment.

We produce beautifully crafted games for growing, underserved audiences, building upon our unique storytelling platform.

For diverse players,

we create new worlds of possibility.

Insecure: The Come Up Game

Insecure: The Come Up Game

A beautifully crafted narrative life sim which also features a unique rap/rhythm minigame.

Just like Issa Dee, live your life in LA and connect with your inner Mirror B*tch to hype yourself up and build rap verses to express how you feel.

Insecure: The Come Up Game takes the television world of Issa Dee and her friends from the hit HBO show Insecure. Hustle, heart and hype are your tools to build your new life in Los Angeles. With Issa and her crew as your guides, you navigate the messy business of adulting – learning to define yourself, fight for your city, cultivate your crew, and nurture your closest friends.

Unleash your inner rap star and connect with your inner Mirror B*tch to hype yourself up by building rhymes & verses to express how you feel.

Featuring an addictive rap word game that allows players to take the pen from Issa to create their own rhymes in front of the mirror and share them with friends.

Text GLOWUP to 22454 to receive a text when the game is available on iOS and Android.

The Future is Female

We’re a powerhouse of executive experience and creative thought leadership. We’re also women of color.

Glow Up Games is founded in the belief that the games and entertainment industry frequently forget about the narrative power of voices outside of the mainstream. Mitu Khandaker and Latoya Peterson spent the last decade shaping entertainment through innovative applications of technology and distinctive storytelling. By combining our talents, we hope to advance the industry by centering overlooked voices and leveraging new technologies to craft more powerful experiences.

Dr. Mitu Khandaker

CEO, Director for Technology

A seasoned game designer, programmer, and entrepreneur, Mitu worked on acclaimed systemic narrative indie game Redshirt & was part of the founding team at game AI tools company Spirit AI. A vocal advocate for thoughtful games, tech and stories with respect to race, gender & identity, she holds a PhD on game interactivity, and is on faculty at NYU Game Center.

Latoya Peterson

CXO, Director for the Culture

A television veteran specializing in emerging technology, Peterson was an award winning race and culture writer for major outlets like the New York Times, NPR, Jezebel and Kotaku as well as a three-time judge for the World Video Game Hall of Fame.

The Future is Playful

We create original and IP-based luxury games and storytelling experiences.

The advances in mobile technology have allowed for new experiences to be a part of our everyday lives. The growth of the social and free to play gaming market as well as the growing potential in augmented reality and virtual reality ensures consumers are looking for unique and novel storytelling. Glow Up Games designs immersive explorations that feel welcoming and relatable to a variety of different players.  We challenge outdated assumptions using our data-driven method to analyze areas of overlooked potential and new markets.

We are building for “the new gaming majority” – the overlooked player base of women and players of color (an 100M strong market in the United States alone). The growing appetite for diverse stories sent Black Panther, Crazy Rich Asians, and Wonder Woman to the top of the box office, while shows like Blackish, Insecure, Fresh Off the Boat, Scandal, and Jane the Virgin redefined the television landscape. Isn’t it time to see these vibrant worlds reflected in the games we play?

Since founding the company last year, we partnered with HBO to bring you a licensed game for their hit show InsecureWe’re just getting started.

The Future is Diverse

We research and represent underrepresented majorities to illuminate their lives as players through a data focused approach.

Glow Up Games incorporates a data driven approach to understanding emergent (and established) markets, to quantifying preferences and tastes of many different types of players, and to publish research on gaming, play, gender, and race that advances the entire field.

In spite of the changing demographics of our increasingly global audience, there is still far too much we do not know about our player base. The mobile games industry is estimated to surpass $143 billion in 2020, the AR market is forecast to fetch close to $70 billion by 2023. While women represent at least 52% of the mobile games market, an estimated 43% of AR/VR device owners, there is frustratingly little known about what women want to play and why. Glow Up Games aims to provide answers.

The Come Up Game is a perfect, natural extension of Insecure. I’m so excited to give our viewers a chance to explore Issa Dee’s world,” said Insecure star and creator Issa Rae in a statement. “The Glow Up Games team has been amazing to work with and it was such a rewarding experience to create this game alongside an all women of color-led team.

Issa Rae

Let’s be real—how many times during an episode have you thought to yourself, "I absolutely need Kellie, Molly, Tiffany, and Issa herself as my friends?" Well, after downloading the game, players will receive updates including new storylines about those characters, as well as Lawrence and Chad too.

Teen Vogue

Ultimately, Glow Up wants to provide a novel mobile experience that draws in players that aren't represented in most mainstream titles. Women of color are so underserved in the industry that, the founders explain, reliable market research on the demographic didn't even exist when the game was in development. With Insecure: The Come Up Game, Glow Up and its collaborator, HBO, are gearing up to court and empower that audience by showing people of color in a way they're not normally seen in games: complexly.

Wired

Contact Us

If you have any questions or just want to reach us, please email us at hello@glowup.games.

We’re proud to be a part of the Comcast NBCUniversal LIFTLabs class of 2020, powered by TechStars.