Glu Mobile gains $126 million Tencent investment and signs up Britney Spears

Success breeds success

Date Type Companies involved Size
April 29th, 2015 investment Glu Mobile
Glu Mobile gains $126 million Tencent investment and signs up Britney Spears

Having already signed up Kim Kardashian and Katy Perry to longterm deals, Glu Mobile has announced its next celebrity tie-in will be Britney Spears.

The F2P mobile publisher has inked an eight year exclusive deal with Spears.

No details have been provided about the game - which will be released in H1 2016 - but it's expected to follow the mold set by Kim Kardashian: Hollywood - a game which has resurrected Glu Mobile as a profitable business.

Cash injection

As part of its financials, Glu also announced a "strategic relationship" with Chinese gaming behemoth Tencent, which will see Tencent investing over $126 million into Glu.

At the close of the deal, Tencent will own 14.6 percent of Glu.

"Tencent was attracted to Glu due to its five-year growth track record, high-quality entrepreneurial management, and unique approach to methodically building a portfolio of success in the shooter, action-RPG, narrative-RPG, time-management, sports and racing genres," said Steven Ma, SVP and head of Tencent's Interactive Entertainment Group.

Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.