J
Jeff Causey
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Kim Kardashian has built an empire being Kim Kardashian and now that success has extended to mobile gaming. Glu Mobile’s Kim Kardashian: Hollywood was released on June 25th and has already rocketed up the charts to become the third most downloaded game in Apple’s App Store and is in the top ten free games in Google’s Play Store. The game has also garnered near unanimous praise from users ranking five stars. The question now is whether Glu and Kardashian can build on the solid start or will this prove to be another boom/bust for a mobile gaming developer.
Analysts are projecting Kim Kardashian: Hollywood could generate up to $200 Million in revenue for Glu Mobile from the in-app purchases that drive the game. Glu Mobile helps players feel like they are experiencing the Hollywood lifestyle with Kardashian by offering in-app purchases of up to $99.99 for 175,000 virtual dollars. Along with being able to “buy” things like necklaces with the virtual dollars, players can also get items like energy shots to help them get through a day of virtual celebrity living.
While Glu is riding high on the success of their latest title, the pressure is now on to see if they can avoid problems that other freemium game developers have faced in the past. This is typically triggered by developers who end up with a runaway title like Zynga’s Farmville or King Digital Entertainment’s Candy Crush Saga. When the popularity of the titles inevitably wane, they end up dragging down the developers as well. Glu is hoping to avoid this outcome and is already working on a title that will tie in to the upcoming Hercules movie featuring Dwayne Johnson.
source: Bloomberg
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