Glu Mobile has seen ups and downs with its celebrity mobile games, and now it’s on the ups again thanks to its release of Kendall & Kylie, which is based on the lives of reality stars Kendall and Kylie Jenner.
Founded in 2001, Glu toiled away for years in mobile gaming until it scores a huge success with the launch of Kim Kardashian: Hollywood in 2014. That game generated more than $146 million to date. The revenue came with very low user acquisition costs — which are usually the scourge of mobile game developers who have to advertise heavily to get noticed among 1.5 million games in a $30 billion market. It worked because Kardashian sends fans back to the game every time she shares something on social media about it.
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