LINE Play, an avatar game from the company behind the LINE messaging and calls app, has passed 12 million users following its global release eight months ago, and has now undergone a “complete redesign to make it more user friendly” to its worldwide customer base.

Introduced in Japan during November 2012, and debuting in other markets in February, LINE says that LINE Play has seen its user base increase “dramatically” in markets including America, Taiwan, Thailand and Indonesia.

The company also said that the amount of communication has “skyrocketed”, with “Hearts” used as a form of greeting between avatars, having been used more than 5 billion times, and the Diary function, where players can post pictures and text, used more than 7 million times.

LINE said that the app is an avatar creator and suite of virtual environments that can be customised and used to “communicate creatively with family and friends”. Users can also make avatars “perform unique actions, join chat rooms, and attend special events”.

In March, it introduced official avatars and rooms for celebrities, companies and popular characters. There are now 21 official avatars on LINE Play, “including Hello Kitty and Panasonic”.

Highlights of the new version include a redesigned start screen and consolidation of commonly used functions; a “recycle” function for players to exchange unwanted items for in-game currency, more natural avatar actions, and an addition of a “favourites” lists for friends.