Celebrities are no longer limited to endorsing products and services you can buy in stores. They have expanded their reach to the mobile world by endorsing mobile games.
Last year, mobile content and service company Xurpas Inc. launched a company (Xeleb Inc.) where local celebrities were the main shareholders. Some of its shareholders included Anne Curtis-Smith, Isabelle Daza, Kim Atienxa, and Erwan Jean Heusaff.
The new firm aims to build a growing portfolio of games based on celebrities and their brands, such as the hugely popular Kim Kardashian and her money spinning apps.
“We view Anne, Isabelle, Kim and Erwan as tentpole properties. We’ll build a constantly growing portfolio of games based on their celebrity brand,” said Xurpas CEO Raymon Racaza.
“The four celebrity shareholders will also help Xeleb expand its network of stars. Xeleb will own the celebrity games space,” the young CEO added.
In 2014, Kim Kardashian: Hollywood was able to generate more than 28 million downloads and was played for over 11 billion minutes.
Similarly, many prevalent Hollywood movies and famous TV shows have influenced online and mobile games, such as Family Guy, Sherlock Holmes, Jurassic Park, Game of Thrones, and many other that are featured on Pocketfruity’s stellar roster of popular titles. The mobile platform has presented a way for celebrities and the entertainment industry to expand their reach and garner a sizeable following, given the strong usage and ownership of mobile devices.
The country now has its own celebrity games launched by Xurpas on Google Play. Popular titles such as Anne Galing that is inspired by uber popular celeb, Anne Curtis and also the AlDubYou – Ang Hamon ni Lola game that features the phenomenal love-team of Alden Richards and Maine Mendoza aka Yaya Dub that has been played over 6 million times since its release.
The mobile industry in the Philippines may not be as highly talked about as in other countries, but it’s certainly growing rapidly. Based on the statistical data of the smartphone users in the country, it is predicted that ownership of mobile devices will increase from 29.9 million in 2016 to 39.2 million in 2019. Thus, a growing number of businesses have been seen expanding and investing in their mobile marketing approaches starting with their own intuitive apps, from banks, restaurant, eCommerce websites to the government.