Milward is the founder of Wellington-based Instinct Entertainment, best known for creating the popular WP e-Commerce plugin, which has had more than 1.7 million downloads.

Tomorrow Milward's team at Instinct are launching their latest creation called , an HTML5 game creator built using Wordpress' database management system.

Milward demoed Gamefroot at Wordcamp NZ on Saturday for a crowd of Wordpress users and developers. The platform lets users create 8-bit style games using predefined sprite sheets, or by uploading their own graphics. You can give objects qualities like health or damage, add animations, and even add background music by uploading your own or choosing from music composed by Instinct.

The game's information is stored as custom posts in the database, which when looked at from the back end would be very familiar to Wordpress users.

The Gamefroot project has been more than five years in the making, and is based on a previous product from Instinct called Game Creator.