Taylor Swift and Glu team up for mobile title

Ben Parfitt
Taylor Swift and Glu team up for mobile title

Glu Mobile has a celebrity title in the works featuring popular songstress Taylor Swift.

Buoyed by its success with Kim Kardashian, Glu seems especially enamoured with Swift's social media presence – which apparently total over 227m. As it did with Kardashian, Glu's deal will see the title promoted directly to the star's followers.

Glu's shares surged 29 per cent on the announcement.

The company in December released a Katy Perry title. It also currently has deals in place with Britney Spears, Kylie Minogue and Nicky Minaj. Its Kim Kardashian title has to date generated revenues of nearly $150m.

I am thrilled to welcome Taylor Swift, an award-winning singer, musician and songwriter, to Glu's family,” Glu boss De Masi said. We realise 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.”

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