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Oops, Glu does it again with Britney Spears mobile game

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Howard Marsh
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Hit me baby one more time.Glu Mobile hopes that its new Britney Spears: American Dream game will follow in the footsteps of Kim Kardashian: Hollywood, a mobile gaming sensation which has generated something like $80 million for Kardashian alone since in debuted in 2014.San Francisco-based Glu has struck celebrity mobile game deals with stars who collectively have more than a billion social followers.

Glu has to pay these celebrities royalties, but the strategy is a way to avoid spending a ton of money on advertising a game, as it relies on the cachet of celebrities and social media to spread awareness of the game.As with the Kardashian game, the Britney Spears game is aspirational.

You also have to fend off rival singers to reach the top, perform at venues from the local Starbeans to international stadiums, and try to get your own stage at Planet Hollywood, the big casino in Las Vegas where the real Britney Spears performs.For Spears, the game represents an opportunity to expand her entertainment empire, as mobile gaming has become a very lucrative endeavor for Kardashian.

Glu learned the hard way that fans didn t like its rendition of Katy Perry when it launched a game last fall.

Glu is also working with other celebrities including chef Gordon Ramsay and performer Taylor Swift.Niccolo De Masi, CEO of Glu, said in an interview with GamesBeat that the game has tested well and he has high hopes for it.

This is a partnership with a woman who has been around as a performer for 17 years.

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