No modern day celebrity has a more ubiquitous brand presence than Kim kardashian. SInce the launch of her monster hit TV reality show “E!'s Keeping Up With the Kardashians” in 2007, her media savvy approach to cultivating a successful brand has seen her become a trend setter for those who aspire to be as successful as her. Brands have been aware of her role as a key influencer for a number of years with her association with a number of brands bringing success for both Kardashian and the brands associated with her.

So it should come as little surprise that her first foray into the mobile gaming sphere has so far proven to be an unmitigated success. Leveraging her more that impressive social media following, Kim Kardashian: Hollywood allows users to follow in the footsteps of their fashion icon through unlockable content and in-app purchases. Through the use of app and social based gameplay, the game was a monster hit in 2014 racking up impressive download figures as well as high daily active user statistics. The success of the game has now opened this market to new entrants with the likes of Katy Perry, Nicki Minaj and Jason Statham due to have mobile games released using their likeness inside the coming months.

Before their games come to market we will get to see a new mobile game from Demi Lovato, another artist with strong social media following, be released. Appealing to users who don’t normally play video games, Demi Lovato: Path to Fame will be an episodic based game that is aimed at casual users who enjoy the social aspect of playing on their smartphone or tablet. It can be assumed that the makers behind this game are aiming to leverage the the Demi Lovato brand, which is some that is something akin to the brand awareness associated with Kim Kardashian, to build out a series of similar releases in the future. Lovato has amassed a fanbase that is as fervent as that of Kardashian which makes utilising this fanbase a logical progression for the singer and TV personality.

Playing in the white space where social media, gaming and brand awareness reside is a growing trend that many brands are beginning to recognise. Kim Kardashian: Hollywood is one such example of how mobile can usher in a new era of brand awareness in an ever important digital world.

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