Marking its ongoing growth as a customizable kid-driven social brand, boy-targeting virtual trading card game Fight My Monster reached its one millionth player across the UK and North America making it the fastest growing online game for boys ages eight to 12 in the UK.

The company behind the game, also called Fight My Monster and created by UK-bred internet entrepreneur and company CEO Dominic Williams, has also released engagement data, some of which puts Fight My Monster ahead of online giant Facebook in the UK.

The average Fight My Monster player now spends approximately 40 minutes per session, almost twice as long as a user spends on Facebook in the UK.

The game, which launched in 2011 and targets the often hard to reach under-13 segment, allows kids to customize their own monster-themed cards (more than six million have been generated to date) that can be traded, bought and sold using virtual currency, or used in battle challenges against one another (more than 32 million battle challenges to date).

A US$8 monthly subscription model is used to monetize the site and last month the company secured a US$2.1M seed round led by Greycroft Partners (Klout, Buddy Media) including eVenture Capital Partners (Citydeal, Angie’s List, Sonos) as well as a US angel investors Jarl Mohn (Chairman of Riot Games), Chris Deering (former Playstation Europe), Jeff Lapin (Take Two), Josh Resnick (Playdemic) and Kevin Donahue (YouTube).

Development plans are also in place with Dublin, Ireland-based animation studio Brown Bag Films (Doc McStuffins) to create a 3D-animated television series based on Fight My Monster.