With celebrities and brands - and celebrity brands - proving increasingly important for F2P mobile games to find an audience, picking the right brand is becoming its own science.
Yet for CrowdStar's fashion-focused Covet Fashion, a game already well integrated with real-world clothing brands - the choice is to keep everything fresh.
Face on a magazine
It's just launched its Covet Host program, with Emma Roberts from TV series Scream Queens (Chanel Oberlin).
Renamed Covet Fashion hosted by Emma Roberts - The Shopping & Hairstyles Game, Roberts will be the face (and body) of the app during December, with users able to style her avatar via the 'Day in the Life of Emma Roberts' mission.
And, apparently, she's already has doubled activity amongst the three million monthly active users, with the game now pushing into the Google Play top 50 grossing chart.
Yet, CrowdStar's smarter decision looks to be to run the program like a magazine cover, with the star changing every month.