Kate Upton's time as the never-ending face of free-to-play advertising on social media may be over.
TMZ reports that, in their words, Mariah Carey will be the new face and new set of ample boobs for the ridiculously successful Game of War: Fire Age”.
The deal is apparently worth seven figures and will see Carey replace Upton in the game's marketing. Along with a string of photo shoots, the singer will also shoot a 30-second ad over the space of two days which, it is claimed, is being directed by Terminator Genisys' Alan Taylor.
Carey's music will apparently also be used in the ad in some capacity.
Upton's Game of War campaign has become somewhat of a poster child for the huge commercial success of free-to-play. Developer Machine Zone even paid to have the game feature in America's lucrative half-time Super Bowl ad slot.
In total, Bloomberg reckons the studio spent $40m on the four-month Upton campaign, which among other things saw the model publishing endless promoted tweets directing readers to install the game.
All of which was offset, of course, by the fact that Game of War currently makes in the region of $1m or more per day.
Some have poured scorn on both the title (it has a Metacritic score of 67 per cent and a user score of 1.8) and its advertising (analyst Nicholas Lovell told MCV earlier today that the Upton ads are an embarrassment”), Game of War's commercial crusade has elevated it right to the top of the mobile arms race.
It has also seen spending on mobile game ads rocket above that of traditional gaming.