Clearly, Kim Kardashian: Hollywood is not for everyone. Its maker, Glu Mobile, said as much when it was showing the casual mobile game off to journalists this year during E3.
Yet the company also had very high hopes for it, believing that Kardashian’s very large and loyal following would love it. It appears those suspicions were correct, as Glu’s stock price has hopped back up since Kim Kardashian: Hollywood was released on June 25, and analyst Douglas Creutz told Bloomberg that he thought annual revenue from the free-to-play game’s in-app purchases could reach $200 million.
That’s a lot of virtual goods for a fairly simple game that features Kim guiding players from humble beginnings working retail toward a red carpet future of their own (and as far as we know, does not feature any appearances from Kardashian’s husband, Kanye West). It’s always going to draw scorn from some corners, but it’s clearly caught on with its target audience.
“Obviously, Kim Kardashian’s brand has driven people to download the game,” Creutz said to Bloomberg. “But at this point, the game has taken on a life of its own.”
Glu still has plenty of titles in the works for more serious mobile gamers, including Dino Hunter: Deadly Shores, which just released this week on iOS and Android. It’s just hard to imagine any of them making the kind of instant impact that Kim’s game has had, making it difficult to fault Glu for teaming with Kardashian. Whether we can understand it or not, she brings fans to the table — and apparently, to mobile games as well.