Following up on Glu Mobile’s freemium mega-hit Kim Kardashian: Hollywood, Kendall & Kylie features the fashion and reality TV celebrities Kendall and Kylie Jenner. In the game, the pair help players build careers in fashion and media while showcasing a unique sense of personal style.
The free-to-play mobile game recently stepped up its fashion sense with the inclusion of pieces from the real-life PacSun Kendall and Kylie’s Spring 2016 collection—a clothing line designed by the duo. With this partnership between Glu and PacSun, fans are able to dress their avatars in the new clothes before they become available in stores.
Niccolo de Masi, chairman and CEO of Glu Mobile, talked to [a]listdaily about bringing real-world fashion into virtual life, and the importance of always staying in style.
What inspired the idea to pre-release the PacSun Kendall and Kylie’s Spring 2016 collection through the game?
The idea was derived from the desire to offer Kendall & Kylie players with a unique experience not available to the mass market. This kind of exclusivity provides our players with a tremendous amount of value. Being that the collection was designed by Kendall and Kylie themselves, it adds an additional layer of transparency that already permeates the game.
In what ways does including a real-world brand and products enhance the gaming experience?
When players are granted access to interact with a brand’s product, even virtually, it allows for more of an intimate connection. The caveat of this, however, is that those brands must feel authentic to the game’s experience in order to create a genuine gameplay experience.
Can you describe some PacSun fashions players can shop for?
Kendall and Kylie’s Spring 2016 collection for PacSun embodies a contemporary ’70s aesthetic. Players can enjoy styling their avatars from an array of separates from frilly crop tops, feminine skirts, denim shorts and whimsical rompers.
Can we expect more PacSun collections to be added to the game in the future?
There aren’t any current plans, however we’re definitely interested in building long-term brand partnerships.