“Fluid Entertainment is led by a creative team with more than a decade of experience developing interactive, educational, and - most importantly - fun entertainment for kids,” remarked Tim McAdam, general partner at Trinity Ventures. “The company has been in business since the late 90s, and is widely known for developing well regarded games for children. With three other gaming investments in our current portfolio, we were looking for the right play in the children’s MMO area, which is an open canvas with only a few incumbents. Fluid has a veteran team, a great history, and a clear and progressive vision that positions the company to become a leader in this arena.”

Fluid Entertainment will use the financing to complete development of an engaging, interactive, and environmentally themed “green” game for kids. Slated for launch later this year, the game will feature unprecedented levels of engaging gameplay for children’s MMOs, while infusing the compelling narrative with a meaningful purpose.

“It’s an exciting time for everyone here at Fluid Entertainment as we drive toward launching an enormously imaginative, vibrant, and innovative new online ‘playscape’ for children,” said Greg Jones, CEO of Fluid Entertainment. “We’re thrilled that the venture community shares our exciting vision, and this financing ensures our ability to execute.”

Fluid Entertainment’s introduction of an original MMO property comes at a time of immense growth in the interactive entertainment field. According to the ESA (Entertainment Software Association), the computer and video game industry broke sales records in 2007, surpassing $9.5 billion. This figure reflects 28% growth from the previous year, with largest growth reflected in the “Family Entertainment” genre, which grew 110%. Additionally, a recent study published by eMarketer, predicts that MMOs, also called “virtual worlds,” will be played by 53% of children and teens, a projected 20 million users, by the year 2011.