Animoca Brands has announced that in the latest update (released yesterday, August 10), Star Girl has added virtual items branded with the name of American socialite Paris Hilton.
All items of the so-called Paris Hilton Collection, consisting of five dresses, two sunglasses, stockings and a pair of shoes, will cost the player $4.99. He (or rather, she, the target audience of the project – the beautiful half of humanity) will be able to purchase the collection in a special new in-game store Star Dazzle.
The initiative implemented by Animoca Brands, in our opinion, indicates a new stage in working with IP in the framework of shareware games, a change in the tasks themselves when acquiring the rights to use a particular franchise.
If up to this point one of the most popular ways of working with a brand was the release of a project stylized in accordance with it, which automatically meant a stable influx of traffic corresponding to the popularity of the chosen franchise (it does not matter whether it is a person or a cultural phenomenon), then IAP branding is already directly working to increase the profit of the product.
The idea itself is not new. For example, in Xbox Live, a player can buy clothes in the style of a particular game for his alter ego. But, as it seems to us, within the framework of mobile projects and cooperation with really big stars, the approach takes on a completely different scale.
By the way, Animoca Brands is also currently developing a full-fledged game starring Paris Hilton.
A source: http://www.animocabrands.com
Also on the topic: