Following the huge success of celebrity tie-in game Kim Kardashian: Hollywood, Glu announces that it will be making a mobile game with Taylor Swift.
Country/pop phenom Taylor Swift has had one incredible year. Not only has the international superstar conquered the charts with her most recent album 1989 but she also took on Apple Music (getting Apple to change its payment policy) and her 1989 tour also grossed over $150 million worldwide. But, unsatisfied with just dominating the music industry, Swift may soon be following in the footsteps of Kim Kardashian, having now partnered with Glu to make her very own mobile game.
Niccolo de Masi, Glu Chairman and CEO, says that “I am thrilled to welcome Taylor Swift, an award-winning singer, musician and songwriter, to Glu’s family”. Pointing to the fact that Swift has a following of over 227 million people (just on Twitter, she has 70.5 million followers), de Masi explains that “Taylor and her global fan base expect a new and highly differentiated mobile gaming experience”.
de Masi also states that “Glu is equally committed to designing never before seen gameplay elements that utilize Taylor’s unique creativity”. Gameplay details or a potential release date were not disclosed but Glu “will spend the required development time to ensure this innovation is achieved”.
While it may seem like an unusual move for the singer, who is known more for her lyrical and vocal ability rather than her game development talents, it actually makes good sense. For a start, many of Taylor Swift’s peers have already gotten into the mobile game business.
Last year, Pocket Gems released Demi Lovato: A Path to Fame while Glu also signed …Baby One More Time singer Britney Spears to a five year deal, having now released Britney Spears: American Dream. Moreover, following 1989’s huge sales, Swift is also expected to release more music this year (she appeared at the iHeartMedia Summit this week, leading some to suggest she’s hyping up a new single) and a mobile game could potentially impact that song’s success.
This is also a smart business move for Glu. The company previously revealed that divisive mobile title, Kim Kardashian: Hollywood (a game that sees players get rich and famous with the famous socialite’s help) made $74.3 million and Glu expects to rake in half of its revenue from these celebrity tie-ins between now and 2020.
Additionally, Chief Financial Officer Eric Ludwig called Katy Perry mobile game Katy Perry Pop one of the company’s “biggest disappointments” of last year, causing Glu to lower its revenue and profits forecasts for 2016. With Taylor Swift arguably the biggest popstar on the planet right now, Glu’s partnership with the singer should help the company make up for those losses and then some.