Digital Life

Taylor Swift follows Kim Kardashian in getting own mobile game

Grammy-award winning pop star Taylor Swift is making her first foray into the world of mobile gaming by partnering with Glu Mobile to develop a new game, the company has said.

Glu Mobile did not provide further details on the game or Swift's involvement, except that the game was slated for release in late-2016 and that it was a "multi-year partnership".

Taylor Swift, the most popular person on Instagram, will get her own mobile game this year.
Taylor Swift, the most popular person on Instagram, will get her own mobile game this year. Photo: Penny Stephens

Glu Mobile, the company behind the popular Kim Kardashian: Hollywood has focused on signing up global stars with a large social media following to make personalised mobile games.

Swift has nearly 71 million followers on Twitter, while more than 74 million people like the 'Blank Space' singer's Facebook page. She's the most followed person on Instagram.

Glu's Kim Kardashian game has been wildly successful.
Glu's Kim Kardashian game has been wildly successful. 

"We realise that Taylor and her global fan base expect a new and highly differentiated mobile gaming experience," said Niccolo de Masi, Glu Mobile's chief executive.

"Taylor is arguably the most popular person in the world with over 220 million social followers".

Glu will be hoping Swift's game is received as favourably as Kardashian's, and not largely ignored like the more recent Katy Perry Pop.

"In Katy Perry Pop, poor technical decisions coupled with the newly hired team led to all key metrics being below thresholds required for an ROI [return on investment] positive title," said de Masi.

"Additional development time was not provided due to contractual restrictions as well as the team's mediocre trajectory."

Glu Mobile's list of celebrities also includes 'Anaconda' rapper Nicki Minaj and action star Jason Statham. Last month, the company signed up celebrity chef Gordon Ramsay.

Glu Mobile's shares rose 22 per cent to $US2.52 in extended trading on Wednesday after the company also reported better-than-expected fourth-quarter revenue.

Reuters, with Fairfax Media

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