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By 2005, the company had been able to turn a profit. Initially, was not profitable, and nearly went bankrupt until a cash infusion from Morris on Christmas Eve of 2003 helped to finance the company. The site,, was then launched in August of that year. The company was initially based out of Stockholm, Sweden, and started with the development of browser-based video games.

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Zacconi and Rowland joined with Thomas Hartwig, Sebastian Knutsson, Lars Markgren and Patrik Stymne, all of whom had worked previously with Zacconi at the failed dot-com web portal Spray, to create a new company with angel investment provided by Morris, who became the company's chairman. Morris opted to sell the site to the leading dating website (a subsidiary of IAC) for $150 million in 2003.

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Prior to founding King, Riccardo Zacconi and Toby Rowland, the latter of whom is the only son of British businessman Tiny Rowland, had worked together on, a dating website created by Melvyn Morris which, by 2003, was the second-largest such site in the world.















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