Kim Kardashian: Hollywood to Cease Operations in April

The mobile game Kim Kardashian: Hollywood, developed by Glu, will be discontinued on April 8, 2024. It has been delisted from both the Apple App Store and Google Play. Players who have already downloaded the game will receive an in-game notification about the shutdown. Although in-app purchases are no longer available, users can still utilize their in-game currency until the game's closure. Initially released in June 2014, Kim Kardashian: Hollywood significantly contributed to Glu's revenue, accounting for 54% of the company's earnings in the second half of that year and causing a 40% surge in the company's stock price within a month. The game's success paved the way for collaborations between celebrities and mobile game developers, with Glu partnering with notable figures such as Katy Perry, Kendall and Kylie Jenner, and Britney Spears. According to Niccolo de Masi, Glu's former CEO, these celebrity partnerships provided the company with a lasting marketing advantage and built-in promotional opportunities due to the massive social media following of these celebrities.