Glu Cellular Pins Its Hopes On New Taylor Swift Recreation
Glu Cellular, the cellular gaming firm behind current app retailer hits just like the as soon as-viral “Kim Kardashian” Hollywood,” and who lately took a stake in prime trivia recreation QuizUp, is hoping it has one other potential breakout title on its palms because of a newly introduced cope with pop star, Taylor Swift. In accordance with information unveiled this week, Taylor and Glu will work collectively over the course of a multi-yr partnership to ship what the corporate describes as a “new and extremely differentiated gaming expertise.”
What that “gaming expertise” will embrace, Glu isn’t but saying, noting that particular recreation particulars gained’t be revealed till later this yr.
The sport itself is predicted to launch in late 2016, the corporate stated.
Glu additionally famous that this may be the Grammy award-profitable artist’s first foray into cellular gaming.
Nevertheless it’s not Swift’s first time creating a cellular property. The star beforehand gained an Emmy for greatest “Unique Interactive Program” for her “AMEX Unstaged: Taylor Swift Expertise.” That app, out there for each iOS and Android, let viewers go inside Swift’s “Clean Area” music video and discover the storyline in a 360-diploma format.
Whereas not a recreation, that app might assist predict how profitable the forthcoming Swift property might grow to be, and the way properly the star is ready to convert her 227 million+ social followers into app downloads.
Based mostly on figures offered by App Annie, the “Taylor Swift Expertise” app debuted as a prime 10 app within the “Music” part on the iTunes App Retailer, and briefly flirted with a prime one hundred “General” rating, however thereafter, shortly dropped. The app fell into the one hundred’s, then 200’s, then additional, within the “Music” class and was final noticed at #399 in “Music” apps part on iTunes.
The Android model adopted an analogous trajectory in Google Play’s “Music & Audio” part.
Swift additionally has her “official” app on iOS and Android, revealed by Mroadie, which has been round for years. However it barely ranks lately, having dropped to #540 in “Music” on iOS, and is presently unranked on Android.
That doesn’t imply that Swift’s new recreation from Glu gained’t do properly – in any case, the official app is extra like a cellular model of an internet site, whereas the music video is one thing that you simply’ll get sufficient of after a few viewings max. A cellular recreation, in the meantime, might be extra partaking and performed for longer durations of time.
A cellular recreation, in the meantime, could be extra partaking and performed for longer durations of time.
Plus, Glu has confirmed it might construct out a recreation that has viral results, because it did with the Kardashian title. Even when the sport’s #1 App Retailer rating doesn’t final endlessly, it may pull into massive dollars whereas it’s scorching.
Working example: some estimated that Kim’s recreation would gross $200 million in annual income. It fell far in need of that as its rating slid, however nonetheless introduced in $thirteen.6 million or 24% of Glu’s income in This fall 2015.
For Glu, the Swift partnership is an enormous win for the struggling gaming firm which has been dealing with deteriorating internet revenue, weak working money stream, and disappointing inventory efficiency, as famous by The Road. The corporate stated that for the fiscal first quarter 2016, it’s anticipating a loss between 5 and 6 cents per share on income between $forty six million and $forty eight million.
Regardless of this, the inventory popped 23% on Thursday morning, after which was seen buying and selling some 32% larger a couple of hours later. The increase was because of the information of the Swift deal, which buyers clearly appeared enthused about regardless of the hit-or-miss world of cellular gaming.
Maybe they’ve brief-time period reminiscences?
Positive, Swift is an enormous catch however so was Katy Perry. And Glu’s current guess to repeat its Kardashian success with Perry, whose recreation adopted an analogous method to the sooner celeb title, just about bombed. Hopefully for Glu Cellular, Swift’s recreation will fare higher.
Featured Picture: Kevin Winter/Getty Pictures