Seattle - Atomic Moguls, the developer of a fantasy game site that uses entertainment and movie news instead of sports, has raised about $1 million in a first round of funding, led by Second Avenue Partners and Amazon.com, the Seattle P-I reported.

Founded in 2006 by former NBA executive Brenda Spoonemore, the Seattle-based company recently launched its first title, FantasyMoguls, which has attracted 20,000 players thus far.

The game lets players "draft" six movies, and awards points based on factors like box office takes and reviews on Amazon's IMDb; Atomic Moguls is also planning a new game that will let players guess whether a movie's weekend box office will come in over or under projections.

The company's games are similar to FaFaRazzi.com, which focuses on celebrities, and the Fantasy Fashion League; another similar venture, the Hollywood Stock Exchange, allows players to invest in a virtual market featuring actors and movies as stocks.

Atomic Moguls plans to generate revenue from online ads and by syndicating its games on entertainment-related websites.

Related Links:

http://seattlepi.nwsource.com/venture/303953_vc16.html

http://www.fantasymoguls.com