Kylie and Kendall Jenner Fans Pile Up 5,000 Years of Pretend Party Time
Millions of fans of Kendall and Kylie Jenner have spent a combined 5,113 years pretending to hang out with the famous reality television stars in the sisters’ new mobile game that came out in February.
Accessorizing with virtual red dresses, partying at the digital beach, and adding cartoon pet cats, dogs, and hamsters, players also went on almost 40 million make believe dates and dipped into their “closets” for a wardrobe change 113 million times via the eponymous app, Kendall & Kylie.
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The data comes from a chart released on Tuesday by Glu Mobile (GLUU), the struggling game publisher that works with celebrities like the Jenners, their big sister Kim Kardashian, pop star Katy Perry, and—coming soon—Taylor Swift.
But the millennia of fun hasn’t helped to improve Glu’s business much, even though investors have been periodically fooled by the celebrity glow. As Kendall and Kylie’s app rose on the charts in February, for example, Glu’s beaten down share price nearly doubled, reaching a high of $3.92.
Unfortunately for those investors, along with the gameplay chart, Glu also released its first quarter results and other data points that were far more relevant to its future business prospects. Buried back on page 36 of the 50-page PowerPoint was the actual gross revenue collected from players of Glu’s various games in the first quarter.
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Older sister Kim’s app led the pack, bringing in almost $12 million, or about one-quarter what it grossed as a new game in mid-2014. The younger sisters grossed just under $9 million in their first few months on the market. Updates of older games like Cooking Dash and Deer Hunter contributed similar amounts, but it wasn’t enough to generate growth overall. Adjusted sales of $54 million were down 13% from a year earlier.
The weak results and a disappointing forecast were more than enough to spook any investors who had been excited about the Jenner sisters’ game. Glu shares had already sold off from the February high, but on Wednesday after the first quarter results were released, the shares dropped another 18% to $2.20.
Hopefully, investors will learn some lessons before the company’s next celebrity app hits the market.