Industry Leaders - - New Ven­tures -

Zynga is not the only com­pany in­volved with mak­ing mis­takes in mi­cro­trans­ac­tions. Glu Mo­bile, one of the lead­ing on­line game com­pa­nies on Earth, has had a fair share of suc­cess­ful gam­ing ven­tures since their ori­gin in 2001. Nev­er­the­less, Glu has no­ticed volatil­ity ever since listed its IPO, which some­how was sim­i­lar to its ri­val Zynga. Even so, they failed to amass as much as pop­u­lar­ity and at­trac­tion which Zynga used to have once, un­til of course, the Oc­to­ber 2014 re­lease of Glu’s big­gest cash cow, Kim Kar­dashian: Hol­ly­wood. The im­mense global pop­u­lar­ity of the re­al­ity TV star pushed the game to hit the high­est point on the app store charts. Fur­ther­more, the power ven­ture also be­came re­spon­si­ble for boost­ing stocks of Glu to a 52-week high with al­most $7.60 a share. Gamers loved the new genre of celebrity game, which ap­par­ently deals with role­plays, even­tu­ally mak­ing Kim Kar­dashian: Hol­ly­wood as Glu’s most prof­itable ven­ture till date. How­ever, what one might fail to ac­knowl­edge is the fact that the pop­u­lar­ity of Glu’s golden goose has re­cently faced a dra­matic low, with $3.40 per share. Who is to be blamed? Mi­cro­trans­ac­tions? Well, we aren’t sure!

But like it’s said, who cares when Kim Kar­dashian: Hol­ly­wood con­tin­ues to lay golden eggs hence spin­ning mil­lions of cash for Glu even now? So far, it has been down­loaded more than 42M times cou­pled with to­tal log­ging ses­sions of around 3.3 bil­lion since its hefty launch. And this is not where it all ends; the game has ruth­lessly raked in US$100M since launch. The game is one of the best ex­am­ples of mi­cro­trans­ac­tions gone right, spo­radic, and non­in­va­sive. The plat­form brought a flood of iconic fash­ion names to pair up with the fran­chise, Bal­main’s Olivier Rouste­ing, Vogue’s Anna Win­tour, and Fendi’s Karl Lager­feld to be the prom­i­nent ones. In fact, Glu is adamant on recre­at­ing the se­nior and most pop­u­lar Kar­dashian sis­ter’s thun­der­ous gam­ing suc­cess with younger Kar­dashian slots like Kylie­and­k­endall Jen­ner, and other prom­i­nent global fig­ures Tay­lor Swift, Nick Imi­naj, Katy Perry, Brit­ney Spears, and Ja­son Statham. No mat­ter what they say, MTX is clearly here to stay. Games are not only an art but a mas­sive multi-bil­lion dol­lar busi­ness.

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