Expansive mobile games company Glu Mobile (NASDAQ:GLUU) has invested in troubled developer Plain Vanilla.
The Icelandic/US outfit shot to fame in late November 2013 when its social trivia game QuizUp became the fastest growing App Store game ever.
But despite generating over 40 million players, it didn't have much - if any - monetisation; as our Charticle pointed out at the time.
Plain Vanilla raised $27 million investment on the back of its initial success but since then player numbers have dropped, resulting in the company attempting a pivot into more of a social network.
That's an approach that trivia game market leader Trivia Crack is also currently attempting.
As for Glu's intervention, it's investing up to $7.5 million.
It also has a 15 month option to acquire Plain Vanilla at a pre-agreed price.
The cash - and tie-up - will see Glu and Plain Vanilla working together on a QuizUp TV program with NBC Universal.
Its goal is to drive audience engagement by combining the game and the TV show.
"Having focused thus far on building a large and engaged user base, QuizUp will now benefit from Glu's involvement to begin driving effective and sustainable monetization," said Glu CEO Niccolo de Masi.
"If our partnership proves out and QuizUp revenues scale, Glu will evaluate whether to exercise its call option to acquire the business."