Glu Mobile invests in and might acquire troubled QuizUp dev Plain Vanilla (if TV show works)

Last roll of the dice

Date Type Companies involved Size
January 21st, 2016 investment Glu Mobile
Plain Vanilla
Glu Mobile invests in and might acquire troubled QuizUp dev Plain Vanilla (if TV show works)

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.

Last roll

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."

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.