Basically, it is a pixel ad site. Pixel ads where invented in 2005 by an UK student Alex Tew. A million pixels located on his The Million Dollar Homepage page were sold $1 each. Since that time there were many pixel ad projects that followed the idea, but none of them have reached the same commercial result as Alex Tew.

The main problem of every pixel ad site is a relatively low visiting rate. When the page is filling it attracts some attention, but when it is sold out it becomes completely static and so not very interesting to revisit. LifeRounds project improoves the idea by making the advertising field dynamic. Basically, it sells game field cells, so we call this "cell ads".

The LifeROunds pixel ads evolution is based on the idea and rules of the Conway's Game of Life. Originally the game was just to contemplate the evolution of the initial pattern, but the LifeRounds project use modified rules where cells can be added during the gameplay making the game field unpredictable. As usual anyone who bets to add some cells in a game (and pays for it) will be able to put an own design of the cell ad as well as an active link. More wise will the cell pattern be made more longer the advertisement will live. Furthermore, the square taken by the initial cell ads can grow significantly (at no price!). Just check the rules to learn how it may happen or see a demo.