The company describes the game thus: "Always wanted to rob, cheat, and steal from innocent investors? Well now’s your chance! Play as a fund manager, investor, or both. People managing funds will get to keep all the cellupoints invested in them. And we'll give trophies to those who have "made off" with the most profits."

Cellufun partners with global brands and media companies such as AOL and Gannet, and claims over 200 million monthly page views.