GAME ON: Juicy Couture has gone virtual in a different way.
Players of the game Britney Spears: American Dream, starting today, can “buy” looks from Juicy Couture for their digital characters in what is the first integration of a fashion brand for the app.
The app is owned by San Francisco-based Glu Mobile Inc., which makes games for smartphones and tablets. The company in May launched the game, after announcing the deal last year to partner with Spears on the game’s development. The deal involves a five-year contract with a three-year option to extend.
Players can make songs and perform, competing against one another to make it to the top of the charts.
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The deal inked with Juicy now means players can dress their game characters with looks from the label, ranging from sunglasses and bags to dresses and jeans from the Juicy Couture Black Label. The looks — 20 stockkeeping units in total — presented within the app can also be purchased on the Juicy Couture site.
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“We’re excited to see the impact adding a fashion brand has to Britney Spears: American Dream. It’s something that has proved quite successful in other Glu titles so we’re looking forward to future opportunities,” said Glu chairman and chief executive officer Niccolo de Masi. “These types of integrations add significant value to the player by providing an immersive brand experience in an authentic way. We deliberately select brands that align well with each title and celebrity partner.”
He said the company doesn’t collect information on its players. But de Masi said based on market research, user testing and industry knowledge, the typical player of the Britney Spears game is likely female between the ages of 18 to 35 and up. He pointed out “a large chunk of players wouldn’t normally identify themselves as ‘gamers,’ which makes this type of digital experience that much more compelling for brands.”