Britney's new cellular recreation gives a bit of the pop princess
First got here Kim. Then got here Katy. And now it is time for Britney, bitch. Vegas’ pop-princess-in-residence is following within the digital footsteps of Kanye’s infamous Instawife with a free-to-play cellular recreation out at the moment on iOS and Android. Britney Spears: American Dream, the primary launch of a 5-yr cope with developer Glu Cellular, is described as narrative position-enjoying recreation. It positions you, the participant, as an aspirational pop star looking for Britney’s recommendation and approval, and, finally, fame within the finicky music business. Regardless of headlining the sport and offering entry to her catalog of hits, nevertheless, Britney is usually a aspect attraction.
The sport, which opens with an aerial shot of Spears’ Vegas act and a video of Britney on stage addressing gamers, is peppered with sound bites that lead into, however don’t full, her written dialogue. Make no mistake: The specter of Britney is current, however the recreation is extra about gamers aping her achievement of the “American Dream” via performances, social media reputation and outfit modifications (funded by in-app purchases).
Glu’s CEO Niccolo de Masi is hoping consumer-generated content material, which takes the type of custom-made cowl artwork for singles in-recreation, will assist spur a lingering group and turn into the defining issue of American Dream’s success. De Masi says that already an awesome variety of beta testers — about eighty five % — are spending time merely tweaking their avatar’s single paintings, a function that interprets social-media likes into in-recreation factors.
“There is a constructive gamified suggestions loop for having a extra well-liked single than anyone else,” says de Masi. “And that clearly just isn’t solely the best way life works within the music business, nevertheless it’s additionally one thing that may hold gamers engaged and competing to be the preferred singles creator.”
Whether or not that social-media slant will show alluring sufficient to foster a strong group stays to be seen. However Glu’s acquired a backup plan designed to draw the kind of participant-vs.-participant interplay that may maintain gamers round and, in flip, assist generate in-app purchases: competing “guilds,” as de Masi calls them, or in American Dream’s parlance, report labels.
As with all issues tied to the enterprise of being Britney Spears, the discharge of American Dream is timed to her new album, which is rumored to be dropping someday quickly. De Masi says as soon as Britney’s new music is out, the sport will probably be up to date with “extra options, in addition to messaging round … her subsequent singles” and even the subsequent season of her Vegas present.
With the current underwhelming efficiency of Glu’s different excessive-profile, celeb-pushed cellular experiments, Katy Perry Pop and Kendall and Kylie, and a subsequent spherical of layoffs, de Masi is fairly candid concerning the significance of Britney’s resurgent reputation and increasing fanbase to the corporate’s backside line.
“She’s been round lengthy sufficient to seize not simply 15-yr-olds, but in addition 35-to-forty five-yr-olds,” he says. “I feel that could possibly be an actual secret monetization weapon, so to talk. As a result of, in fact, as individuals age, they have a tendency to have extra disposable revenue. And which may properly be extremely favorable to this recreation.”
Spears, who declined to be interviewed for this piece, offered a press release to Engadget:
“I am a artistic individual by nature, and I really like expressing that by way of my present, music, private fashion and dance. Now I get to flex my artistic muscle tissue in an entire new method! I am so excited to share this challenge with my followers. Cellular gaming is one thing utterly new for me and I can not wait to listen to what my followers consider all of the enjoyable music, outfits, pets and paintings. I hope they adore it as a lot as I do!”
Picture credit: Glu Cellular