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Bouyed by the success of Kim Kardashian: Hollywood, mobile developer Glu has agreed to make Taylor Swift the star of a new mobile title.

Chris Kerr, News Editor

February 4, 2016

1 Min Read

Buoyed by the success of Kim Kardashian: Hollywood, mobile developer Glu has agreed to make Taylor Swift the star of a new mobile game, which should launch at the end of the year.  

Released back in 2014, Kim Kardashian: Hollywood turned around the studio’s fortunes, with the game securing a place in the top grossing mobile charts and leading Glu to a record quarter. 

That success eventually convinced video game juggernaut Tencent to buy a stake in Glu for a cool $126 million, allowing the mobile dev to expand its presence in the Chinese market. 

Although Swift is first and foremost an award-winning singer-songwriter, like Kardashian, it’s her 227 million social media followers that make her the ideal candidate for another one of Glu’s celebrity projects. 

"One of the reasons we like the celebrity partnerships is that we get, effectively, a permanent marketing asset," said Glu CEO Niccolo de Masi, speaking to Gamesindustry.biz last October

"Unlike a movie IP, where there isn't really much social following, if you partner with someone who has 100 million social followers you have effectively in-built promotion."

Glu’s growing celebrity roster also includes household names such as Britney Spears, Katy Perry, Gordon Ramsay, Jason Statham, and Nicki Minaj.


About the Author(s)

Chris Kerr

News Editor, GameDeveloper.com

Game Developer news editor Chris Kerr is an award-winning journalist and reporter with over a decade of experience in the game industry. His byline has appeared in notable print and digital publications including Edge, Stuff, Wireframe, International Business Times, and PocketGamer.biz. Throughout his career, Chris has covered major industry events including GDC, PAX Australia, Gamescom, Paris Games Week, and Develop Brighton. He has featured on the judging panel at The Develop Star Awards on multiple occasions and appeared on BBC Radio 5 Live to discuss breaking news.

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