Glu continues its celebrity roll-up with a Taylor Swift mobile game due in 2016

Singing the same tune

Glu continues its celebrity roll-up with a Taylor Swift mobile game due in 2016

Glu Mobile has continued its roll-up of high-end social media celebrity brands, signing up singer Taylor Swift.

The deal is a multi-year partnership with a Taylor Swift-branded mobile game scheduled for global release later in 2016.

No other details have been provided other than it will be "a new, one-of-a-kind digital gaming experience".

Ready made audience?

The move follows Glu's focus on signing up celebrities with strong social following; something it's experienced great success with in Kim Kardashian: Hollywood.

It all started with Kim Kardashian

More recently, however, the recent Katy Perry Pop failed to find an audience.

As well as Taylor Swift, Glu plans to release games with singers Britney Spears and Nicki Minaj and celebrity chef Gordon Ramsey.

"Bringing with her over 227 million social followers, I am thrilled to welcome Taylor Swift, an award-winning singer, musician and songwriter, to Glu's family," said Niccolo de Masi, Glu Chairman and CEO.

"We realize that Taylor and her global fan base expect a new and highly differentiated mobile gaming experience.

"Glu is equally committed to designing never before seen gameplay elements that utilize Taylor's unique creativity. Accordingly, we will spend the required development time to ensure this innovation is achieved."

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.