Toyumi is a games studio building simulation games for self-awareness and healing. Players don't pick A or B: they write what they'd say or do, and the world answers. It's the AI chat people already love, made far more powerful inside a roleplay life simulation.
We pair the retention of life-sim games with the monetisation of the self-healing and therapy category. Our first game, NoMi, is live in alpha on iOS and recently won a UK Games Fund grant.
Life-sim retention. Wellbeing monetisation. AI that personalises every session. One studio, one product, built to prove the three belong together.
A UK games studio, founded in 2022. We make simulation games players play by writing their own lines, where the character they are playing is, quietly, themselves. Self-awareness first; then the slow, real work of getting better.
NoMi, a healing life sim live in alpha on the App Store, and Oriko, the proprietary simulation engine it runs on. We are backed by a16z speedrun and the UK Games Fund. The full life-sim experience launches in 2027.
Nobody else combines free-text AI roleplay, life-sim retention and wellbeing monetisation in one product. The alpha's numbers say the combination works: 51% of players return on day one and 26% on day seven.
Live in alpha on iOS. The full life-simulation experience, and Android, launch in 2027.
Players write what they'd say or do. The world answers.
A healing life sim, played the way people talk. There are no A or B buttons: players type what they'd actually say or do, in their own words, and NoMi responds in character. It's the AI chat people already love, made far more powerful inside a roleplay game. People reveal far more when they're writing than when they're ticking boxes.
Oriko builds a living model of the player from every line.
Every line a player writes feeds Oriko, which builds a living model of them: their simulated self. It reads what they say, how they say it and what they avoid, then updates the moment they do. It never reduces anyone to a fixed label. Players can meet it, question it and watch it.
See the patterns clearly, then practise a better version.
Players see their patterns clearly, then practise a better version of them. Small, guided steps, paced by how they really play. A companion to professional care, never a substitute for it.
We don't just make games. We simulate people.
Tap a node to see what Oriko does with it
Oriko is our proprietary simulation engine. It turns how a person plays into a living model of who they are, and then lets them meet it. NoMi is the first game built on it; it won't be the last.
Every line a player writes, every hesitation, every rewrite. Oriko reads all of them, not just the answer they settle on.
It assembles a simulated self that updates the moment the player does. Never a fixed label.
Oriko plays each scenario forward many times before the player sees a single result.
The player writes, the story answers. AI bends the narrative to the person, not the other way round. No two players see the same NoMi.
Everything the engine learns exists for one reason: to help people understand themselves.
NoMi lives on the player's phone. Players spend two to three hours a day in it, and Oriko starts showing them what it sees: the patterns behind their choices, in their own words.
A player's simulated self is never finished. It sharpens every time they play, and it remembers the things they'd want a good friend to remember.
Real moments, played out in the player's own words. They write what they'd say; the way they handle it says more about them than any multiple choice ever could.
Players watch their patterns shift over weeks, in plain language. No scores, no streak guilt, no judgement.
Life-sim mobile games are known for retention: players come back every day to a character they care about. Self-healing and therapy apps are known for monetisation: people pay for something that genuinely helps. NoMi is the first product to combine the two, with AI personalising every session. That combination is why the alpha holds 51% of players on day one and 26% on day seven.
The hook. Players meet a version of themselves they recognise but have never seen from the outside. That moment is why they come back the next day, and the day after.
The value. Understanding is only the first step; NoMi walks the next ones with the player, at their pace. It is what people are willing to pay for, in a category with proven monetisation.
The format. A life sim played by writing, not a wellness form. Play is where people are honest, and life sims are where mobile players stay. Everything else is built on that.
Answers to the questions people ask us most.
NoMi is our first game: a healing life sim. Players write what they'd say or do, the world answers, and Oriko builds a model of who they are that they get to meet. Think of the AI chat people already love, made far more powerful inside a roleplay game. It is live in alpha on iOS today.
Both, on purpose. It's built like a game because play is honest: people reveal more when they're not filling in a form. It's built for wellbeing because the whole point is self-awareness and healing. Commercially, that means life-sim retention with wellbeing-category monetisation.
Oriko is the simulation engine we build in-house. It turns behaviour into a living model and plays scenarios forward, with AI personalising the story for each player. NoMi is the first game running on it. It won't be the last.
No. NoMi is a tool for self-awareness. It can sit alongside professional support, and it should never replace it. If a player is struggling, NoMi points them towards qualified help.
NoMi is on the App Store now as an alpha, for iOS. The better version, with the full life-simulation experience, launches in 2027, and Android arrives with it.
Investors, publishers and partners who believe games can do more than pass the time. Use the form below, or email us directly, and one of the founders will reply.
Toyumi is funded by a16z speedrun, the games accelerator run by Andreessen Horowitz, the world's largest tech investor, and by the UK Games Fund, the UK Government's fund for early-stage games studios.
Two founders, one studio, one bet: that a game can entertain people and improve their lives.
Toyumi on LinkedIn
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