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When Glu Mobile, the San Francisco based publisher of the app, Kim Kardashian: Hollywood makes its second quarter earnings announcement in a few weeks, CEO Niccolo de Masi will probably find it hard to resist mumbling a quiet ka-ching under his breath.
Analysts forecast that the app, a breakout hit for the developer, will probably rake in $200 million in revenue by the end of this year, according to reports by Bloomberg.With the launch of the game just three weeks ago, stock price of Glu is at the highest it’s been in 18 months – making this the biggest and most profitable year in the company’s history.
It’s particularly impressive, given that its recent success can be attributed to just one bold yet rather astute move.
Glu took one of its proven game engine concepts, a game previously called Stardom Hollywood which already had a history of retaining and monetizing users, and made the decision to re-brand it with a star name attached.
“We identified Kim Kardashian West as arguably the best brand fit in the world and we approached her,” CEO Niccolo de Masi tells me.“Everyone quickly recognized the tremendous business opportunity.”
With Kardashian West’s brand power, the game has reached a wide audience, offering players a glimpse into her life they may not otherwise have seen – while generating revenues from in-app purchases for the company.
“The app stands currently at number five on Apple ’s Top Grossing chart so we are confident in our pricing decisions,” he says.
Further, with a staggering 40,000 five star reviews in Apple’s App store, and the only game in the top 10 to hold a five star rating, it’s fair to conclude that its users are more than a little taken away.Payal Shah the smart, successful 24 year old entrepreneur behind L’Dezen, an international fine jewelry brand which counts Lady Gaga, Carrie Underwood and Nicki Minaj as clients, finds that the alternate reality portrayed by Kim Kardashian: Hollywood provides not just entertainment but also some welcome respite.
“It’s almost like living a parallel life. Not that I strive to be an A-List Hollywood celebrity - I have clients that are, so I know what their lives are like. It’s a fun escape after a challenging day. The fancy clothes, the stunning villas and apartments, the clubbing and socializing are just a few keystrokes way. Literally while you’re lying in bed.”Ali Hussainy, a 20 year old from Los Angeles, another super fan of the app says, “I work in Film and TV, so what I find most interesting is that Kim Kardashian has done what every production company in town is trying to accomplish: creating a second screen experience to accompany their show. I’m sure most Kim fans only put down the game to watch Keeping up with the Kardashians, and then pick it up again once the show is over. There is no disconnect.”
According to the app’s publisher, Kardashian West has been actively involved in the development process from start to finish.
“In addition to her in-game audio commentary, she provided a significant amount of creative feedback. She hand-selected the majority of the outfits, accessories, hairstyles, and other in-game items – and her deep involvement continues as we roll out updates and new content – from the aesthetics to new locations and features,” says de Masi.
The game’s concept is simple: With Kim Kardashian as their mentor, users work their way up the rungs of Hollywood to become, ultimately, an A List celebrity.Emy Sebagh, a 20 year old from Los Angeles, ranks as the number one A-Lister in her group (at the time of publishing.)
“Being an A-list celebrity means you get more appearances, shoots and big opportunities such as being the face of a brand. This also means you get more money, which you can use to buy properties and new outfits that will help you level up, and gain more followers. I currently have over 50 million followers.”
While this may seem an unappealing, even objectionable endeavor to those who have grown wary of a culture obsessed with the fast pursuit of fame, these young players say they ‘get’ the game’s humor and – something beloved of their age-group: the irony.
Says Ali, “Kim Kardashian has taken every negative connotation that has ever been made about her and incorporated it into this game. Half the fun is waiting for the little inside jokes like ‘Dating another celebrity will make you more famous.’ And it’s actually quite funny when you come across a character you’re having a faux Twitter war with, or a D-Lister trying to bad mouth you, you think to yourself: Is Kim referring to who I think she is?”Key to the game’s success is that everything is kept current. “Kim Kardashian’s outfits are up to date. ‘Yeezus’ is mentioned a few times – one of the t-shirts available looks like the Yeezus Tour shirt and Kim is wearing her massive engagement ring,” says Emy.
“It doesn’t look like the Kim from two years ago, or even a year ago,” adds Ali. “It is pretty much up to date with the Kim you constantly see. You think to yourself, wasn’t Kim just wearing that dress, like, a month ago?”
It’s for these reasons, they say, that the game has spread like wildfire – with almost all their friends – and Instagram followers – obsessed.
A game of this nature, and with such popularity, would attract a fair amount of criticism – not unexpectedly. Some have called it ‘vapid’ and ‘shallow’ for promoting the wrong ideals to young people.
Ali responds, “I am not insulted by those who think it promotes vapid morals - it does. But, I know that a game doesn’t define my morals.”“When I first started playing the game,” says Emy, “I was a little surprised by how superficial it was. Working in the industry, I can’t lie and say this is not how Hollywood works. Maybe I’m lucky enough to know the truth and not let it affect my values.”
Adds Payal, “It’s just a fun way to sort of still get out there without really being out there. And, rather than defining who you are, it allows you to have a dual life, while still incorporating things that you enjoy such as the gaming aspect, social media, love and relationships and career building.”
I put the same question to de Masi.
“We’re in the business of mobile entertainment,” he replies, “and the product we’ve delivered does just that.”Source
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