It looks like Glu is taking a different approach to retention in its upcoming Britney Spears: American Dream, as the game has been updated with guilds.
Known as Record Labels, the new feature will allow players to join up with others, chat amongst themselves, and presumably work together to complete complex tasks, much like any other guild mechanic.
Guilds are more commonly found in RPGs, and act as a key part of keeping players interested - and monetised - in the game, so it will be interesting to see how effective they will be in a more casual game.
Mixing it up
It's not a mechanic that has been present in any of Glu's other celebrity games, but it's probably time for the company to start experimenting.
Katy Perry Pop, the game most similar to Britney Spears' venture, failed to find an audience when it launched, and even Glu's most successful game, Kim Kardashian: Hollywood, is starting to drop out of the top 100 charts.