INTERVIEWER: Ayaka is in love with Cain,

a character in "100 Day Princess,"

a simulated dating app targeted at women in their 20s and 30s.

AYAKA: What kind of feeling do I have? I feel in love.

It's really the same as being in love with him. I'm like ''OMG!"

INTERVIEWER: The game is about a girl

who becomes a princess while wearing a glass slipper

for 100 days.

The user plays the role of the princess.

The game was created by Cybird,

one of many companies producing these types of apps.

LENA: The term virtual boyfriend is

what's most commonly used in US media outlets,

but most of our fans don't use that term.

They will refer to the genre

they're playing as an otome game, or some of them

might call it a romance game or a love sim.

Otome game when literally translated

means a maiden game--

just basically a game for young women.

INTERVIEWER: In an otome game, the usual objective

is to fall in love.

Users can often have multiple boyfriends at one time

and decide on interactions with boyfriends

that decide the fate of the game.

Otome games have fueled the thriving mobile gaming industry,

which accounts for nearly $6 billion

of the Japanese gaming market.

LENA: Otome games are definitely our biggest strength right now.

What sets otome games apart is definitely

the amount of reality that we bring to all of our games.

You really do feel like you're falling in love with somebody,

and you also feel like

this really could happen to me some time,

even if it's outside of this virtual world.

INTERVIEWER: Games contain complex plots

written by a team of predominantly female writers,

and the storylines get creative.

Other companies have released games

where users can date samurais, historical figures,

or even pigeons, like in one game called

"Hatoful Boyfriend."

Cybird is hoping its US version of "100 Day Princess,"

known as "Midnight Cinderella," will also become a hit.

LENA: We've had about 1.3 million downloads

since we released it two years ago.

This is a fantasy slash romance app

where you become the princess of a kingdom,

and your first job is to find your prince.

There are nine really hot guys that you get to choose from,

and over the course of the game, you fall in love

and find out whether or not your romance is going to

last or not.

NATUSKO: From the beginning we were intending to create the kind of glittering world that women long for.

So we include scenes like the one where Cinderella loses her shoe. After that, we put effort into the dresses and food.

INTERVIEWER: Simulation games gained popularity in Japan in the 1980s,

but the first one designed specifically for women

was released in 1994 named "Angelique."

It was made for Super Nintendo,

and it set the precedent for women's games

in this genre to focus on romance.

LENA: I think it can be a great stress reliever

when you're playing these games.

It's really, really nice to have a guy who

lives in your cell phone who only comes out

when you want him to.

He loves you unconditionally.He's just the perfect guy.

AYAKA: When I'm playing the game, it feels like he's my lover.

But when I go to events in real life and meet other girls who play the game,

he becomes "everyone's Cain".

It's a romance within that time period, which is probably why I like it.

Even if there was a similar person in real life, I don't think I'd like him. No, I don't think so.

INTERVIEWER: And although some may

be quick to write off otome games

as a quirky Japanese subculture, the genre

is becoming immensely popular in the United States, as well.

LENA: Our American audience

has been exposed to Japanese anime and manga

from a very, very young age.

About 15 to 20 years ago, "Sailor Moon" and "Pokemon"

really made a big impact on a lot of young people's lives.

So they can really relate to the characters in the game,

and they feel comfortable with the illustration style.

I think within the next 5 to 10 years

this is going to be a very, very popular genre that most people

know about and will be playing.

INTERVIEWER: With such loyal fan bases comparable with cult TV shows,

otome games may just become another feature of a typical modern woman's life.

AKAYA: For now, I have no plans to stop playing.

LENA: I personally feel that this is just

an evolution of the romance novel genre.

I think as people are shifting away from reading

and not buying books,

and they're spending a lot more of their leisure time on their phones or on tablets,

and that's where they

get their romantic satisfaction from.

INTERVIEWER: Be sure to watch this next episode,

which looks at how a website helping young couples book hotel rooms

is shaking up conservatives in India.

SUBJECT: [INAUDIBLE] of confidence

in these people [INAUDIBLE] we work

with are going to be very safe.

They will be no questions asked,

and they'll be given a safe space. [INAUDIBLE] safe in all.

INTERVIEWER: Thanks for watching "Seeker Stories"

and be sure to subscribe for new videos every week.