Boston​ ​University

Kim​ ​Kardashian​ ​West:​ ​The​ ​Reality​ ​Star​ ​Turned​ ​Digital​ ​Mogul

Chris​ ​Sumlin
Media​ ​Money​ ​Trail
Prof.​ ​Jodi​ ​Luber
24​ ​October​ ​2017

 Sumlin.1

“I​ ​really​ ​love​ ​to​ ​prove​ ​people​ ​wrong​ ​and​ ​I​ ​love​ ​people​ ​to​ ​take​ ​the​ ​time​ ​to​ ​understand​ ​me​ ​and​ ​see
what​ ​I’m​ ​about.”​ ​--​ ​Kim​ ​Kardashian​ ​West,​ ​explaining​ ​her​ ​brand
Tech​ ​journalist,​ ​Kara​ ​Swisher​ ​and​ ​social​ ​media​ ​icon,​ ​Kim​ ​Kardashian​ ​West​ ​took​ ​the
stage​ ​at​ ​the​ ​2014​ ​Code/Mobile​ ​Conference.​ ​Kara​ ​made​ ​it​ ​very​ ​clear​ ​that​ ​when​ ​the​ ​Recode​ ​team
announced​ ​that​ ​West​ ​would​ ​be​ ​a​ ​keynote​ ​speaker​ ​that​ ​they​ ​received​ ​some​ ​“interesting”​ ​feedback.
“Why​ ​do​ ​people​ ​not​ ​take​ ​you​ ​seriously?”​ ​was​ ​the​ ​question​ ​asked​ ​to​ ​Kim​ ​at​ ​the​ ​commencement
of​ ​the​ ​talk.
“I​ ​don’t​ ​know...I​ ​pride​ ​myself​ ​in​ ​my​ ​work​ ​ethic,​ ​I​ ​work​ ​really​ ​hard...I​ ​think​ ​when​ ​ ​people
hear​ ​that​ ​I​ ​might​ ​have​ ​gotten​ ​success​ ​off​ ​of​ ​a​ ​reality​ ​show,​ ​they​ ​take​ ​that​ ​as​ ​a​ ​negative.”​ ​Kim
said.
​ ​ ​Many​ ​believe​ ​that​ ​Kim​ ​Kardashian’s​ ​body​ ​of​ ​work​ ​is​ ​not​ ​one​ ​that​ ​should​ ​be​ ​celebrated
or​ ​even​ ​acknowledged​ ​at​ ​a​ ​tech​ ​conference​ ​with​ ​some​ ​of​ ​the​ ​country’s​ ​brightest​ ​minds.​ ​At​ ​the
time​ ​of​ ​the​ ​interview​ ​Kim​ ​Kardashian​ ​had​ ​already​ ​made​ ​waves​ ​as​ ​she​ ​topped​ ​the​ ​iTunes​ ​app
store​ ​charts​ ​for​ ​grossing​ ​with​ ​her​ ​interactive​ ​video​ ​game,​ ​Kim​ ​Kardashian​ ​West​ ​Hollywood​.
Within​ ​minutes​ ​of​ ​the​ ​app​ ​being​ ​available​ ​on​ ​the​ ​store,​ ​Kim’s​ ​massive​ ​social​ ​media​ ​followers
spent​ ​thousands​ ​of​ ​dollars​ ​on​ ​in-app​ ​purchases,​ ​making​ ​it​ ​one​ ​of​ ​the​ ​most​ ​successful​ ​mobile
games​ ​of​ ​all​ ​time.
Many​ ​people​ ​speculate​ ​how​ ​this​ ​phenomenon​ ​happened.​ ​How​ ​was​ ​it​ ​that​ ​a​ ​woman​ ​once
known​ ​for​ ​a​ ​sex​ ​tape​ ​could​ ​be​ ​on​ ​the​ ​cover​ ​of​ ​Forbes​ ​magazine?​ ​A​ ​question​ ​to​ ​investigate​ ​is,
What​ ​is​ ​the​ ​journey​ ​of​ ​the​ ​incredible​ ​Kim​ ​Kardashian​ ​West​ ​and​ ​how​ ​did​ ​she​ ​do​ ​it?
Glu​ ​Mobile

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Kim​ ​Kardashian’s​ ​success​ ​is​ ​one​ ​that​ ​was​ ​a​ ​result​ ​of​ ​her​ ​lucrative​ ​partnership​ ​with​ ​Glu
Mobile.​ ​Glu​ ​Mobile​ ​(GLUU)​ ​is​ ​a​ ​leading​ ​developer​ ​and​ ​publisher​ ​company​ ​that​ ​creates​ ​mobile
games.​ ​The​ ​Glu​ ​Mobile​ ​team​ ​is​ ​lead​ ​by​ ​Nick​ ​Earl​ ​who​ ​currently​ ​serves​ ​as​ ​the​ ​company’s
President​ ​and​ ​CEO.​ ​He​ ​has​ ​an​ ​impressive​ ​resume​ ​and​ ​has​ ​been​ ​in​ ​the​ ​video​ ​gaming​ ​industry​ ​for
over​ ​twenty​ ​years.​ ​Earl​ ​joined​ ​the​ ​Glu​ ​team​ ​in​ ​2015​ ​when​ ​he​ ​left​ ​Kabam​ ​Inc.​ ​and​ ​Electronic
Arts.​ ​During​ ​his​ ​time​ ​at​ ​Kabam​ ​he​ ​was​ ​the​ ​President​ ​of​ ​World​ ​Wide​ ​Studios​ ​as​ ​an​ ​integral​ ​part
of​ ​successful​ ​video​ ​game​ ​franchises​ ​such​ ​as​ ​Marvel:​ ​Contest​ ​of​ ​Champions.​ ​While​ ​working​ ​as
the​ ​SVP​ ​of​ ​EA​ ​Mobile,​ ​Earl​ ​worked​ ​on​ ​,​ ​The​ ​Sims™​ ​FreePlay​ ​and​​ ​Real​ ​Racing​ ​3.​ ​At​ ​Glu​ ​he
came​ ​into​ ​the​ ​company​ ​with​ ​the​ ​intention​ ​of​ ​taking​ ​Glu​ ​to​ ​the​ ​next​ ​level​ ​in​ ​the​ ​world​ ​of​ ​mobile.
One​ ​of​ ​the​ ​biggest​ ​impacts​ ​that​ ​Earl​ ​made​ ​while​ ​he​ ​was​ ​working​ ​at​ ​Glu,​ ​was​ ​taking​ ​the​ ​company
from​ ​a​ ​free​ ​model​ ​to​ ​freemium​ ​ ​model.
Glu’s​ ​technology​ ​enables​ ​their​ ​games​ ​to​ ​be​ ​downloaded​ ​and​ ​purchased​ ​on​ ​a​ ​multiple​ ​of
platforms​ ​and​ ​mobile​ ​app​ ​stores.​ ​ ​The​ ​games​ ​that​ ​Glu​ ​produces​ ​are​ ​available​ ​for​ ​purchase​ ​on​ ​the
App​ ​Store,​ ​Google​ ​Play,​ ​Amazon​ ​Appstore,​ ​Facebook,​ ​MacAppStore​ ​and​ ​Windows​ ​Phone.
In​ ​2011​ ​a​ ​press​ ​release,​ ​was​ ​distributed​ ​as​ ​Glu​ ​was​ ​launching​ ​what​ ​they​ ​presumed​ ​would
be​ ​their​ ​next​ ​big​ ​hit.​ ​The​ ​game​ ​was​ ​called,​ ​Stardom:​ ​The​ ​A-List.​ ​The​ ​game​ ​was​ ​targeted​ ​to
young​ ​girls​ ​with​ ​lots​ ​of​ ​pretty,​ ​bright​ ​and​ ​glittery​ ​graphics.​ ​The​ ​object​ ​of​ ​the​ ​game​ ​was​ ​to
become​ ​the​ ​biggest​ ​star​ ​in​ ​the​ ​world.​ ​A​ ​description​ ​of​ ​the​ ​game​ ​in​ ​the​ ​app​ ​store​ ​encouraged
mobile​ ​users​ ​to​ ​download​ ​the​ ​app​ ​by​ ​stating,​ ​“From​ ​getting​ ​off​ ​the​ ​bus​ ​as​ ​a​ ​nobody​ ​to​ ​accepting
an​ ​award​ ​as​ ​an​ ​international​ ​superstar,​ ​get​ ​rich​ ​and​ ​famous​ ​by​ ​starring​ ​in​ ​movies​ ​and​ ​TV​ ​shows
and​ ​winning​ ​over​ ​fans.”​ ​(Google​ ​App​ ​Store​ ​Website,​ ​2011).

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Under​ ​the​ ​leadership​ ​of​ ​Nick​ ​Earl,​ ​this​ ​game​ ​was​ ​a​ ​freemium​ ​app.​ ​A​ ​mobile​ ​user​ ​could
download​ ​the​ ​game​ ​for​ ​free​ ​but​ ​had​ ​the​ ​capabilities​ ​to​ ​make​ ​in​ ​app​ ​game​ ​purchases.​ ​The​ ​game
was​ ​a​ ​mild​ ​success​ ​and​ ​had​ ​gained​ ​some​ ​reviews​ ​on​ ​the​ ​Google​ ​App​ ​store.​ ​Fans​ ​seemed​ ​to
understand​ ​what​ ​the​ ​game​ ​was​ ​about​ ​and​ ​enjoyed​ ​playing​ ​it​ ​but​ ​something​ ​was​ ​lacking.​ ​After
years​ ​of​ ​updates​ ​and​ ​bug​ ​fixes​ ​a​ ​mobile​ ​user​ ​reviewed​ ​the​ ​game​ ​saying​ ​it​ ​was​ ​boring.
Chenille​ ​Davis​ ​writes,​ ​“​ ​So​ ​far,​ ​so​ ​good​ ​Could​ ​be​ ​better....I​ ​feel​ ​like​ ​it's​ ​the​ ​exact​ ​same​ ​as
the​ ​other​ ​Stardom​ ​game.​ ​They​ ​could've​ ​changed​ ​it​ ​up​ ​a​ ​little​ ​bit.​ ​So​ ​to​ ​me,​ ​it's​ ​still​ ​fun,​ ​but​ ​it's
also​ ​boring​ ​:(“
Although​ ​the​ ​team​ ​had​ ​a​ ​game​ ​that​ ​had​ ​a​ ​clear​ ​concept​ ​and​ ​an​ ​audience​ ​that​ ​seemed​ ​to​ ​be
interested,​ ​it​ ​still​ ​lacked​ ​a​ ​depth​ ​to​ ​truly​ ​bring​ ​in​ ​the​ ​audience​ ​that​ ​the​ ​Glu​ ​team​ ​desired.What
could​ ​the​ ​team​ ​do​ ​to​ ​make​ ​the​ ​game​ ​more​ ​innovative?​ ​How​ ​could​ ​Glu​ ​captivate​ ​the​ ​audience​ ​that
they​ ​were​ ​looking​ ​to​ ​snag?​ ​As​ ​the​ ​team​ ​looked​ ​to​ ​make​ ​Stardom​ ​into​ ​a​ ​big​ ​hit​ ​there​ ​was​ ​a​ ​certain
reality​ ​star​ ​playing​ ​Stardom​ ​in​ ​real​ ​life.
The​ ​Beginning​ ​of​ ​the​ ​Kardashian​ ​Era
In​ ​late​ ​2006,​ ​America​ ​was​ ​ ​introduced​ ​to​ ​a​ ​young​ ​Armenian​ ​girl​ ​who​ ​was​ ​often
photographed​ ​alongside​ ​socialite​ ​Paris​ ​Hilton.​ ​This​ ​girl’s​ ​name​ ​was​ ​Kim​ ​Kardashian​ ​and​ ​she​ ​was
everywhere.​ ​From​ ​red​ ​carpets​ ​to​ ​award​ ​shows​ ​to​ ​club​ ​scenes,​ ​Kim​ ​Kardashian​ ​seemed​ ​to​ ​be
hanging​ ​out​ ​in​ ​the​ ​right​ ​circles.​ ​It​ ​was​ ​later​ ​revealed​ ​that​ ​the​ ​L.A.​ ​native​ ​was​ ​a​ ​fashion​ ​enthusiast
and​ ​worked​ ​in​ ​Beverly​ ​Hills​ ​styling​ ​for​ ​different​ ​celebrities.​ ​One​ ​of​ ​the​ ​biggest​ ​names​ ​that​ ​Kim
Kardashian​ ​was​ ​working​ ​for​ ​at​ ​the​ ​time​ ​was​ ​the​ ​iconic​ ​R&B​ ​singer,​ ​Brandy.
​ ​Brandy​ ​had​ ​numerous​ ​hits​ ​and​ ​allowed​ ​Kim​ ​to​ ​work​ ​as​ ​her​ ​stylist.​ ​While​ ​Kim​ ​was
working​ ​for​ ​Brandy​ ​she​ ​met​ ​her​ ​younger​ ​brother​ ​Ray​ ​J​ ​and​ ​the​ ​two​ ​began​ ​dating.

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​ ​In​ ​February​ ​2007​ ​a​ ​private​ ​video​ ​recorded​ ​in​ ​2003​ ​starring​ ​Kim​ ​Kardashian​ ​and​ ​R&B​ ​singer,
Ray​ ​J​ ​was​ ​leaked.​ ​This​ ​was​ ​not​ ​the​ ​first​ ​time​ ​that​ ​the​ ​name​ ​Kardashian​ ​was​ ​on​ ​the​ ​tongues​ ​of
America.​ ​Back​ ​in​ ​the​ ​early​ ​90’s​ ​attorney​ ​Robert​ ​Kardashian​ ​stood​ ​beside​ ​his​ ​former​ ​best​ ​friend,
O.J.​ ​Simpson​ ​to​ ​defend​ ​him​ ​in​ ​a​ ​murder​ ​trial.​ ​Robert​ ​became​ ​an​ ​instant​ ​celebrity​ ​during​ ​the​ ​case
as​ ​it​ ​was​ ​one​ ​of​ ​the​ ​most​ ​highly​ ​publicized​ ​murder​ ​cases​ ​of​ ​all​ ​time.​ ​Unfortunately​ ​Robert​ ​died
of​ ​cancer​ ​in​ ​2003​ ​right​ ​around​ ​the​ ​time​ ​that​ ​the​ ​video​ ​was​ ​recorded.​ ​In​ ​2007,​ ​when​ ​the​ ​sex​ ​tape
of​ ​his​ ​daughter,​ ​Kim​ ​Kardashian​ ​was​ ​leaked,​ ​America​ ​began​ ​talking​ ​about​ ​the​ ​Kardashians
again.
Once​ ​the​ ​private​ ​sex​ ​tape​ ​was​ ​released,​ ​Kim​ ​was​ ​mortified​ ​and​ ​became​ ​an​ ​instant​ ​hot
topic.​ ​Everyone​ ​was​ ​talking​ ​about​ ​Kim​ ​Kardashian​ ​and​ ​the​ ​Kim​ ​K​ ​Superstar​ ​sex​ ​tape.​ ​Kim​ ​then
filed​ ​a​ ​lawsuit​ ​against​ ​Vivid​ ​Entertainment​ ​who​ ​professionally​ ​distributed​ ​the​ ​film.​ ​The​ ​lawsuit
was​ ​later​ ​dropped​ ​and​ ​Kim​ ​settled​ ​for​ ​$5​ ​million​ ​dollars.​ ​Following​ ​the​ ​highly​ ​publicized
incident,​ ​Ryan​ ​Seacrest​ ​had​ ​a​ ​production​ ​deal​ ​with​ ​E!​ ​Network.
Ryan​ ​Seacrest​ ​had​ ​become​ ​a​ ​highly​ ​respected​ ​TV​ ​Industry​ ​executive​ ​at​ ​the​ ​time​ ​and​ ​got​ ​a
deal​ ​to​ ​produce​ ​a​ ​television​ ​show​ ​for​ ​E!.​ ​When​ ​he​ ​learned​ ​about​ ​Kim​ ​Kardashian​ ​and​ ​her​ ​non
traditional​ ​family​ ​of​ ​stepchildren,​ ​he​ ​knew​ ​that​ ​they​ ​could​ ​potentially​ ​be​ ​a​ ​reality​ ​show​ ​family.
In​ ​the​ ​spring​ ​of​ ​2007,​ ​Kim​ ​and​ ​her​ ​family​ ​began​ ​shooting​ ​Keeping​ ​Up​ ​With​ ​The​ ​Kardashians​.
The​ ​Kardashians​ ​made​ ​it​ ​through​ ​the​ ​shooting​ ​process​ ​and​ ​on​ ​October​ ​14th,​ ​2007​ ​Keeping​ ​Up
With​ ​The​ ​Kardashians​ ​premiered​ ​on​ ​E!​ ​Journalist​ ​began​ ​calling​ ​the​ ​show​ ​the​ ​Hollywood​ ​version
of​ ​The​ ​Brady​ ​Bunch.
​ ​The​ ​show​ ​was​ ​a​ ​smash​ ​hit​ ​on​ ​E!​ ​as​ ​audiences​ ​all​ ​over​ ​the​ ​country​ ​continually​ ​tuned​ ​in​ ​to
see​ ​the​ ​life​ ​of​ ​Kim​ ​Kardashian​ ​and​ ​her​ ​sisters.​ ​The​ ​show​ ​featured​ ​Kim​ ​as​ ​well​ ​as​ ​gold​ ​medal

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olympian​ ​step-father,​ ​Bruce​ ​Jenner,​ ​Kim’s​ ​sisters​ ​and​ ​her​ ​mom,​ ​Kris.​ ​In​ ​the​ ​show,​ ​viewers​ ​got​ ​to
learn​ ​all​ ​there​ ​was​ ​to​ ​learn​ ​about​ ​the​ ​woman​ ​that​ ​had​ ​been​ ​making​ ​her​ ​way​ ​in​ ​the​ ​press​ ​for​ ​so
many​ ​years.​ ​The​ ​first​ ​couple​ ​episodes​ ​showed​ ​Kim​ ​taking​ ​public​ ​appearances​ ​on​ ​different​ ​talk
shows​ ​addressing​ ​the​ ​sex​ ​tape​ ​incident​ ​and​ ​being​ ​a​ ​socialite​ ​as​ ​she​ ​took​ ​on​ ​the​ ​LA​ ​party​ ​scene.
Keeping​ ​Up​ ​With​ ​The​ ​Kardashians​ ​also​ ​showed​ ​Kim​ ​booking​ ​different​ ​venues​ ​as​ ​a​ ​host​ ​and
working​ ​her​ ​way​ ​up​ ​in​ ​Hollywood.
The​ ​show​ ​was​ ​a​ ​hit.​ ​The​ ​Kardashian​ ​family​ ​made​ ​their​ ​way​ ​through​ ​two​ ​seasons,
fulfilling​ ​the​ ​contracts​ ​of​ ​the​ ​network​ ​but​ ​it​ ​was​ ​unsure​ ​whether​ ​the​ ​show​ ​was​ ​going​ ​to​ ​be​ ​picked
up​ ​for​ ​a​ ​third​ ​season.​ ​During​ ​the​ ​fall​ ​following​ ​the​ ​second​ ​season​ ​of​ ​the​ ​show,​ ​E!​ ​presented​ ​the
world​ ​with​ ​some​ ​good​ ​news.​ ​TV​ ​journalist,​ ​Alex​ ​Weprin​ ​wrote​ ​on​ ​BroadcastingCable.com​ ​that
the​ ​show​ ​was​ ​going​ ​to​ ​be​ ​renewed.​ ​He​ ​writes.​ ​“E!​ ​Entertainment​ ​Television​ ​is​ ​giving​ ​Keeping
Up​ ​with​ ​the​ ​Kardashians​ ​a​ ​third-season​ ​pickup,​ ​the​ ​network​ ​said​ ​Thursday.​ ​The​ ​story​ ​continued
stating,
"E!​ ​viewers​ ​have​ ​embraced​ ​the​ ​Kardashian​ ​family​ ​and​ ​the​ ​series​ ​has​ ​become​ ​one​ ​of
television's​ ​most-talked-about​ ​shows,"​ ​said​ ​Lisa​ ​Berger,​ ​executive​ ​vice​ ​president​ ​of​ ​original
programming​ ​and​ ​series​ ​development​ ​for​ ​E!.​ ​"We​ ​are​ ​fortunate​ ​to​ ​work​ ​with​ ​Seacrest​ ​and
Bunim-Murray,​ ​which​ ​have​ ​an​ ​exceptional​ ​ability​ ​to​ ​capture​ ​the​ ​Kardashians'​ ​hilarious,​ ​chaotic
and​ ​always​ ​entertaining​ ​personalities​ ​and​ ​family​ ​dynamics."​ ​Following​ ​the​ ​announcement​ ​of​ ​the
season​ ​renewal,​ ​Kim​ ​Kardashian​ ​became​ ​a​ ​global​ ​phenomenon.​​ ​Keeping​ ​Up​ ​with​ ​The
Kardashians​ ​was​ ​a​ ​No.​ ​1​ ​show​ ​on​ ​cable​ ​in​ ​E!'s​ ​key​ ​demographic​ ​in​ ​its​ ​Sunday-night​ ​time​ ​slot
according​ ​to​ ​the​ ​Broadcasting​ ​Cable​ ​article.

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Once​ ​it​ ​was​ ​clear​ ​that​ ​Kim​ ​Kardashian​ ​had​ ​a​ ​demographic​ ​that​ ​she​ ​could​ ​tap​ ​into,​ ​a
multitude​ ​of​ ​products​ ​were​ ​released​ ​to​ ​monetize​ ​off​ ​of​ ​this​ ​audience.​ ​Kim​ ​alongside​ ​her​ ​sisters
opened​ ​their​ ​second​ ​boutique​ ​DASH​ ​in​ ​ ​Miami​ ​Beach,​ ​Florida.​ ​A​ ​spin​ ​off​ ​was​ ​then​ ​given​ ​to​ ​the
ladies​ ​following​ ​the​ ​journey​ ​of​ ​Kourtney​ ​and​ ​Khloe​ ​as​ ​they​ ​went​ ​to​ ​launch​ ​the​ ​store.​ ​The​ ​series
was​ ​called​ ​Kourtney​ ​and​ ​Khloe​ ​Take​ ​Miami.​ ​Kim​ ​released​ ​a​ ​fitness​ ​DVD​ ​called,​ ​Fit​ ​in​ ​Your
Jeans​ ​By​ ​Friday​ ​all​ ​of​ ​these​ ​ventures​ ​became​ ​a​ ​success​ ​and​ ​catapulted​ ​Kim​ ​to​ ​a​ ​whole​ ​new​ ​level
of​ ​stardom.
Social​ ​Media​ ​Influence
The​ ​next​ ​venture​ ​that​ ​Kim​ ​Kardashian​ ​looked​ ​to​ ​conquer​ ​was​ ​the​ ​world​ ​of​ ​fragrances.
Kim​ ​looked​ ​to​ ​create​ ​a​ ​perfume​ ​that​ ​she​ ​could​ ​sell​ ​to​ ​her​ ​fans.​ ​By​ ​this​ ​time,​ ​the​ ​Kardashians​ ​had
become​ ​a​ ​household​ ​name​ ​and​ ​everyone​ ​knew​ ​who​ ​they​ ​were.​ ​The​ ​question​ ​was​ ​then,​ ​could​ ​Kim
Kardashian​ ​sell​ ​a​ ​perfume?​ ​The​ ​success​ ​of​ ​the​ ​television​ ​show​ ​had​ ​given​ ​Kim​ ​and​ ​her​ ​sisters​ ​a
whole​ ​new​ ​level​ ​of​ ​fame.​ ​This​ ​fame​ ​was​ ​reflected​ ​in​ ​their​ ​social​ ​media​ ​following​ ​that​ ​continually
grew​ ​with​ ​the​ ​premiere​ ​of​ ​each​ ​episode.​ ​As​ ​a​ ​brilliant​ ​business​ ​woman,​ ​Kim​ ​knew​ ​that​ ​this
“focus​ ​group”​ ​as​ ​she​ ​often​ ​refers​ ​to​ ​her​ ​fans​ ​as,​ ​would​ ​be​ ​instrumental​ ​in​ ​making​ ​her​ ​fragrance
launch​ ​a​ ​success.
In​ ​the​ ​development​ ​of​ ​her​ ​perfume​ ​she​ ​tweeted​ ​out​ ​to​ ​her​ ​millions​ ​of​ ​twitter​ ​followers
asking​ ​which​ ​shade​ ​of​ ​pink​ ​she​ ​should​ ​use​ ​for​ ​some​ ​marketing​ ​materials​ ​for​ ​the​ ​perfume.​ ​At​ ​this
time​ ​in​ ​2010,​ ​Twitter​ ​was​ ​becoming​ ​the​ ​go-to​ ​social​ ​media​ ​app​ ​for​ ​following​ ​trends​ ​and​ ​getting
in​ ​touch​ ​with​ ​celebrities​ ​A​ ​Mashable.com​ ​article​ ​noted​ ​saying​ ​that​ ​Twitter​ ​signed​ ​on​ ​more​ ​than
100​ ​million​ ​new​ ​users​ ​in​ ​2010.​ ​Kim​ ​had​ ​access​ ​to​ ​this​ ​huge​ ​market​ ​because​ ​she​ ​was​ ​a​ ​social

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media​ ​powerhouse​ ​constantly​ ​tweeting​ ​what​ ​was​ ​going​ ​on​ ​in​ ​her​ ​day.​ ​The​ ​response​ ​to​ ​her
marketing​ ​question​ ​was​ ​astounding.A​ ​year​ ​following​ ​the​ ​release​ ​of​ ​the​ ​Kim​ ​Kardashian​ ​perfume
it​ ​was​ ​reported​ ​that​ ​the​ ​perfume​ ​had​ ​sold​ ​really​ ​well.
HollywoodLife.com​ ​reported​ ​in​ ​2011​ ​that,​ ​Kim​ ​Kardashian‘s​ ​three​ ​fragrances​ ​—​ ​Kim
Kardashian,​ ​Kim​ ​Kardashian​ ​Gold​ ​and​ ​Kim​ ​Kardashian​ ​Love​ ​—​ ​as​ ​well​ ​as​ ​Khloe​ ​Kardashian
and​ ​Lamar​ ​Odom‘s​ ​unisex​ ​scent,​ ​Unbreakable,​ ​were​ ​valued​ ​at​ ​a​ ​combined​ ​$50​ ​million.​ ​After​ ​this
success,​ ​the​ ​perfume​ ​industry​ ​began​ ​to​ ​understand​ ​the​ ​impact​ ​that​ ​celebrities​ ​can​ ​have​ ​on
generating​ ​sales​ ​through​ ​celebrity​ ​influence.​ ​Dortothy​ ​Pomerantz​ ​wrote​ ​for​ ​Forbes​ ​in​ ​2011
stating,​ ​“Celebrity​ ​scents​ ​might​ ​not​ ​reflect​ ​the​ ​actual​ ​smells​ ​of​ ​our​ ​favorite​ ​stars,​ ​but​ ​they​ ​do
represent​ ​a​ ​connection​ ​to​ ​those​ ​celebrities​ ​that​ ​can​ ​be​ ​quite​ ​lucrative​ ​for​ ​the​ ​companies​ ​that
partner​ ​on​ ​the​ ​scents.​ ​The​ ​top​ ​10​ ​best​ ​selling​ ​celebrity​ ​perfumes​ ​from​ ​2010​ ​brought​ ​in​ ​$215
million​ ​in​ ​the​ ​U.S.,​ ​according​ ​to​ ​Euromonitor​ ​International.”
Kim​ ​&​ ​Glu​ ​Take​ ​On​ ​Digital
Numerous​ ​spinoffs​ ​such​ ​as​ ​Kourtney​ ​&​ ​Kim​ ​Take​ ​New​ ​York​ ​had​ ​been​ ​aired​ ​on​ ​E!,
multiple​ ​perfumes​ ​were​ ​launched​ ​under​ ​the​ ​Kardashian​ ​name​ ​and​ ​Kim​ ​Kardashian​ ​officially
entered​ ​the​ ​ranks​ ​as​ ​an​ ​A-list​ ​star.​ ​Kim​ ​experienced​ ​a​ ​highly​ ​publicized​ ​breakup​ ​with​ ​NBA​ ​Star
Kris​ ​Humphries,​ ​began​ ​dating​ ​Kanye​ ​West​ ​and​ ​had​ ​just​ ​given​ ​birth​ ​to​ ​baby​ ​North.​ ​Her​ ​stardom
had​ ​reached​ ​another​ ​peak​ ​as​ ​her​ ​life​ ​became​ ​more​ ​interesting.​ ​When​ ​the​ ​Glu​ ​Mobile​ ​team​ ​looked
to​ ​partner​ ​with​ ​a​ ​celebrity​ ​that​ ​could​ ​give​ ​the​ ​company​ ​a​ ​well​ ​needed​ ​boost​ ​in​ ​popularity,​ ​it​ ​was
a​ ​clear​ ​who​ ​they​ ​should​ ​reach​ ​out​ ​to.

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In​ ​2013,​ ​The​ ​Glu​ ​Mobile​ ​team​ ​reached​ ​out​ ​to​ ​Kim​ ​Kardashian​ ​for​ ​a​ ​potential​ ​partnership.
In​ ​a​ ​New​ ​York​ ​Times​ ​blog​ ​it​ ​was​ ​reported​ ​that​ ​the​ ​development​ ​of​ ​the​ ​game​ ​took​ ​approximately
18​ ​months.​ ​For​ ​those​ ​18​ ​months​ ​it​ ​was​ ​decided​ ​that​ ​Kim​ ​Kardashian​ ​and​ ​the​ ​Glu​ ​team​ ​would​ ​do
a​ ​revamp​ ​of​ ​the​ ​mildly​ ​successful​ ​mobile​ ​game,​ ​Stardom​.​ ​The​ ​objective​ ​of​ ​the​ ​game​ ​was​ ​to
become​ ​a​ ​Hollywood​ ​star​ ​in​ ​a​ ​paparazzi​ ​crazed​ ​world.​ ​Arguably,​ ​the​ ​game​ ​was​ ​reflective​ ​of​ ​Kim
Kardashian’s​ ​real​ ​life​ ​as​ ​she​ ​had​ ​become​ ​very​ ​famous​ ​quickly,​ ​by​ ​soaking​ ​up​ ​the​ ​Los​ ​Angeles
party​ ​scene.​ ​The​ ​game​ ​consisted​ ​of​ ​Kim’s​ ​wardrobe,​ ​hairstyles​ ​and​ ​makeup​ ​that​ ​fans​ ​often​ ​saw
reflected​ ​on​ ​Keeping​ ​Up​ ​with​ ​the​ ​Kardashians​.​ ​As​ ​anticipation​ ​began​ ​to​ ​build​ ​on​ ​what​ ​the​ ​game
would​ ​be​ ​like​ ​the​ ​risks​ ​were​ ​high.
Never​ ​before​ ​in​ ​the​ ​space​ ​of​ ​mobile​ ​gaming​ ​had​ ​there​ ​been​ ​an​ ​exclusive​ ​partnership​ ​with
a​ ​celebrity​ ​and​ ​mobile​ ​gaming.​ ​Different​ ​stars​ ​in​ ​the​ ​past​ ​would​ ​license​ ​their​ ​music​ ​or​ ​maybe
their​ ​likeness​ ​to​ ​a​ ​game,​ ​like​ ​Apple​ ​did​ ​with,​ ​Tap​ ​Tap​ ​Revenge​;​ ​but​ ​there​ ​was​ ​no​ ​one​ ​public
figure​ ​that​ ​took​ ​the​ ​mobile​ ​game​ ​craze​ ​like​ ​Kim​ ​Kardashian​ ​did.​ ​ ​Kim​ ​had​ ​been​ ​known​ ​for
fashion,​ ​makeup​ ​and​ ​reality​ ​television,​ ​not​ ​gaming.​ ​Would​ ​this​ ​partnership​ ​work?​ ​If​ ​the​ ​game
flopped​ ​how​ ​would​ ​this​ ​effect​ ​Kim’s​ ​brand​ ​as​ ​an​ ​influencer?​ ​If​ ​the​ ​Glu​ ​team​ ​invested​ ​in​ ​Kim​ ​and
didn’t​ ​get​ ​a​ ​return,​ ​how​ ​would​ ​this​ ​affect​ ​their​ ​dealings​ ​with​ ​future​ ​partners?​ ​ ​The​ ​risks​ ​of​ ​the
partnership​ ​were​ ​high​ ​but​ ​the​ ​Glu​ ​team​ ​prevailed.
In​ ​June​ ​of​ ​2014,​ ​Kim​ ​Kardashian​ ​Hollywood​ ​was​ ​released​ ​on​ ​the​ ​Apple​ ​App​ ​Store​ ​and
Android​ ​Google​ ​Play​ ​platforms.​ ​The​ ​game​ ​took​ ​on​ ​the​ ​freemium​ ​model​ ​under​ ​the​ ​leadership​ ​of
Nick​ ​Earl.​ ​This​ ​feature​ ​allows​ ​users​ ​to​ ​purchase​ ​the​ ​game​ ​for​ ​free​ ​but​ ​offered​ ​in​ ​app​ ​purchases.
Later​ ​that​ ​year​ ​it​ ​was​ ​reported​ ​that​ ​the​ ​game​ ​generated​ ​over​ ​$1.6​ ​million​ ​dollars​ ​in​ ​just​ ​five​ ​days.

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It​ ​was​ ​official​ ​that​ ​Kim​ ​Kardashian​ ​Hollywood​ ​was​ ​a​ ​bonafide​ ​success.​ ​In​ ​the​ ​New​ ​York​ ​Times
Blog,​ ​Kim​ ​Kardashian,​ ​an​ ​Unlikely​ ​Mobile​ ​Video​ ​Game​ ​Hit,​ ​NYT​ ​journalist,​ ​Jenna​ ​Wortham
writes,​ ​“Glu​ ​Mobile​ ​said​ ​that​ ​the​ ​game​ ​had​ ​had​ ​a​ ​“tremendous​ ​performance.”​ ​Glu’s​ ​revenue​ ​in
the​ ​last​ ​quarter​ ​rose​ ​50​ ​percent,​ ​to​ ​$35​ ​million,​ ​even​ ​though​ ​the​ ​game​ ​was​ ​around​ ​for​ ​only​ ​a​ ​few
days​ ​in​ ​the​ ​quarter.​ ​Shares​ ​in​ ​Glu​ ​had​ ​shot​ ​up​ ​nearly​ ​40​ ​percent​ ​in​ ​the​ ​last​ ​month,​ ​and​ ​145
percent​ ​in​ ​the​ ​last​ ​year,​ ​although​ ​they​ ​fell​ ​about​ ​9​ ​percent​ ​in​ ​after-hours​ ​trading​ ​on​ ​Wednesday.
“We​ ​now​ ​expect​ ​to​ ​generate​ ​more​ ​revenue​ ​in​ ​the​ ​second​ ​half​ ​of​ ​2014​ ​than​ ​we​ ​did​ ​for​ ​the
entirety​ ​of​ ​2013,”​ ​Niccolo​ ​de​ ​Masi,​ ​Glu’s​ ​chief​ ​executive,​ ​said​ ​in​ ​a​ ​conference​ ​call​ ​with
investors.”​ ​(Wortham​ ​2014).​ ​Some​ ​critics​ ​explained​ ​that​ ​the​ ​game​ ​was​ ​such​ ​a​ ​massive​ ​success
because​ ​it​ ​played​ ​on​ ​the​ ​celebrity​ ​culture​ ​that​ ​so​ ​many​ ​individuals​ ​aspire​ ​to​ ​emulate.​ ​ ​Gamers​ ​all
over​ ​began​ ​playing​ ​and​ ​purchasing​ ​the​ ​Kim​ ​Kardashian​ ​themed​ ​game,​ ​as​ ​they​ ​strived​ ​to​ ​become
an​ ​A-list​ ​Hollywood​ ​star​ ​in​ ​a​ ​LA​ ​digital​ ​set​ ​world.
The​ ​Follow​ ​Up
The​ ​digital​ ​world​ ​began​ ​to​ ​take​ ​notice​ ​of​ ​the​ ​ever​ ​present​ ​opportunity​ ​to​ ​intersect​ ​digital
with​ ​celebrities.​ ​Glu​ ​made​ ​a​ ​follow​ ​up​ ​game​ ​under​ ​the​ ​same​ ​model​ ​of​ ​Kim​ ​Kardashian
Hollywood.​ ​It​ ​was​ ​reported​ ​in​ ​Venture​ ​Beat​ ​that​ ​the​ ​CEO​ ​of​ ​Glu,​ ​Niccolo​ ​De​ ​Masi​ ​was​ ​urged
“to​ ​sign​ ​up​ ​other​ ​celebrities​ ​who,​ ​collectively,​ ​have​ ​more​ ​than​ ​a​ ​billion​ ​followers​ ​on​ ​social
media.”​ ​(Venture​ ​Beat,​ ​2016).​ ​With​ ​this​ ​in​ ​mind​ ​a​ ​Katy​ ​Perry​ ​game​ ​was​ ​then​ ​launched​ ​called
Katy​ ​Perry​ ​Pop​ ​.​ ​Katy​ ​Perry​ ​Pop​ ​unfortunately​ ​didn’t​ ​pop​ ​with​ ​audiences​ ​as​ ​it​ ​received​ ​a​ ​55%

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approval​ ​rating​ ​on​ ​the​ ​app​ ​store.​ ​The​ ​sales​ ​were​ ​poor​ ​and​ ​Glu​ ​took​ ​a​ ​loss​ ​after​ ​coming​ ​from​ ​what
was​ ​deemed​ ​to​ ​be​ ​their​ ​biggest​ ​success​ ​with​​ ​Kim​ ​Kardashian​ ​Hollywood.
Regrouping​ ​was​ ​the​ ​next​ ​move​ ​and​ ​Glu​ ​returned​ ​to​ ​the​ ​Kardashian​ ​family​ ​for​ ​another
partnership,​ ​this​ ​time​ ​with​ ​Kendall​ ​and​ ​Kylie​ ​Jenner.​ ​Learning​ ​from​ ​their​ ​mistakes,​ ​the​ ​Glu
Team​ ​made​ ​sure​ ​that​ ​this​ ​launch​ ​would​ ​be​ ​a​ ​success.​ ​In​ ​February​ ​2016,​ ​Kendall​ ​and​ ​Kylie
Hollywood​ ​was​ ​launched​ ​and​ ​within​ ​five​ ​days​ ​it​ ​reached​ ​the​ ​top​ ​spot​ ​on​ ​the​ ​iOS​ ​App​ ​store​ ​and
#35​ ​on​ ​the​ ​Google​ ​Android​ ​Store​ ​respectively.​ ​The​ ​proof​ ​of​ ​concept​ ​was​ ​established​ ​following
the​ ​trend​ ​of​ ​the​ ​Kim​ ​Kardashian​ ​Hollywood​ ​game.​ ​The​ ​Glu​ ​team​ ​was​ ​able​ ​to​ ​tap​ ​into​ ​the
Kardashian/Jenner​ ​fan​ ​base​ ​and​ ​create​ ​another​ ​smash​ ​hit.​ ​In​ ​the​ ​first​ ​five​ ​days,​ ​Kendall​ ​&​ ​Kylie
generated​ ​a​ ​total​ ​of​ ​$680,000​ ​through​ ​in-app​ ​purchases,​ ​while​ ​the​ ​Kardashian​ ​game​ ​made
$222,000​ ​in​ ​the​ ​same​ ​time​ ​frame.​ ​ ​Notably,​ ​Kendall​ ​&​ ​Kylie​ ​experienced​ ​an​ ​impressive,​ ​1.3
million​ ​downloads​ ​in​ ​the​ ​U.S.​ ​on​ ​iOS​ ​App​ ​Store​ ​granting​ ​it​ ​the​ ​top​ ​spot.​ ​according​ ​to​ ​research
firm​ ​Sensor​ ​Tower,​ ​During​ ​the​ ​amount​ ​of​ ​time​​ ​ ​Kim​ ​Kardashian​ ​Hollywood​ ​only​ ​had​ ​612,000
downloads,.​ ​It​ ​took​ ​Kendall​ ​&​ ​Kylie​ ​two​ ​days​ ​to​ ​reach​ ​No.​ ​1​ ​in​ ​downloads​ ​for​ ​free​ ​iPhone​ ​apps
in​ ​the​ ​U.S.,​ ​while​ ​it​ ​took​ ​Kim​ ​Kardashian:​ ​Hollywood​ ​24​ ​days​ ​to​ ​achieve​ ​this​ ​accomplishment.
It​ ​is​ ​clear​ ​that​ ​the​ ​Kim​ ​Kardashian​ ​brand​ ​and​ ​Glu​ ​Mobile​ ​partnership​ ​set​ ​a​ ​precedence​ ​on
how​ ​to​ ​sell​ ​a​ ​mobile​ ​game​ ​to​ ​celebrity​ ​followers.​ ​Kendall​ ​and​ ​Kylie​ ​would​ ​have​ ​not​ ​amassed​ ​the
success​ ​that​ ​they​ ​did​ ​had​ ​they​ ​not​ ​have​ ​followed​ ​behind​ ​Kim​ ​Kardashian​ ​Hollywood​.​ ​Kim​ ​being
first​ ​to​ ​market​ ​allowed​ ​for​ ​a​ ​proof​ ​of​ ​concept​ ​and​ ​welcomed​ ​the​ ​idea​ ​of​ ​innovation.​ ​It​ ​will​ ​be
interesting​ ​to​ ​see​ ​which​ ​celebrities​ ​enter​ ​into​ ​the​ ​space​ ​of​ ​digital​ ​and​ ​where​ ​it​ ​goes​ ​next.

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Works​ ​Cited
Gannes,​ ​Liz.​ ​"The​ ​Incredible​ ​Oversharing​ ​Endurance​ ​of​ ​Kim​ ​Kardashian​ ​West​ ​(Full​ ​Session
Video)."​ ​Recode​.​ ​Recode,​ ​29​ ​Oct.​ ​2014.​ ​Web.
"Kendall​ ​&​ ​Kylie​ ​Game​ ​Takes​ ​Glu​ ​Mobile​ ​to​ ​the​ ​Top​ ​10​ ​Again​ ​after​ ​Poor​ ​Katy​ ​Perry​ ​Launch."
VentureBeat​.​ ​N.p.,​ ​24​ ​Feb.​ ​2016.​ ​Web.
"'Kim​ ​Kardashian​ ​Hollywood':​ ​Fame​ ​Is​ ​the​ ​Name​ ​of​ ​the​ ​Game."​ ​Los​ ​Angeles​ ​Times​.​ ​Los
Angeles​ ​Times,​ ​22​ ​Aug.​ ​2014.​ ​Web.

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Perez,​ ​Sarah.​ ​"Even​ ​For​ ​The​ ​Kardashians,​ ​App​ ​Store​ ​Fame​ ​Can​ ​Be Fleeting."​ ​TechCrunch​.
TechCrunch,​ ​28​ ​Sept.​ ​2015.​ ​Web.
Weller,​ ​Sheila.​ ​"A​ ​History​ ​of​ ​the​ ​Long,​ ​Complicated​ ​Relationship​ ​Between​ ​O.J.​ ​Simpson​ ​and​ ​the
Kardashians."​ ​Slate​ ​Magazine​.​ ​N.p.,​ ​03​ ​Feb.​ ​2016.​ ​Web.
Wortham,​ ​Jenna.​ ​"Kim​ ​Kardashian,​ ​an​ ​Unlikely​ ​Mobile​ ​Video​ ​Game​ ​Hit."​ ​The​ ​New​ ​York​ ​Times​.
The​ ​New​ ​York​ ​Times,​ ​30​ ​July​ ​2014.​ ​Web.

 
 

 

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Assignment​:
Write​ ​an​ ​8-10​ ​page​ ​case​ ​study​ ​on​ ​a​ ​brand​ ​of​ ​your​ ​choice.​ ​Identify​ ​a​ ​media​ ​brand
(product,​ ​corporation,​ ​personality,​ ​etc.)​ ​that​ ​was​ ​forced​ ​to​ ​re-imagine​ ​itself​ ​and​ ​create​ ​new
offerings​ ​to​ ​satisfy​ ​today’s​ ​tech-savvy​ ​consumer.​ ​Discuss​ ​whether​ ​or​ ​not​ ​the​ ​company​ ​was​ ​early
or​ ​late​ ​to​ ​the​ ​“new​ ​media”​ ​party,​ ​and​ ​how​ ​the​ ​company​ ​found​ ​creative​ ​and​ ​revenue-generating
ways​ ​to​ ​remain​ ​relevant​ ​and​ ​competitive.​ ​Be​ ​certain​ ​to​ ​provide​ ​an​ ​overview​ ​of​ ​the​ ​company’s
origins,​ ​products,​ ​customers,​ ​and​ ​other​ ​significant​ ​information​ ​that​ ​has​ ​shaped​ ​the​ ​story​ ​of​ ​the
brand/business​ ​and​ ​the​ ​strategy​ ​(ies)​ ​they​ ​employed​ ​to​ ​shift​ ​gears.
Notes​ ​From​ ​Author:
This​ ​paper​ ​was​ ​written​ ​solely​ ​for​ ​academic​ ​purposes.​ ​As​ ​a​ ​huge​ ​fan​ ​of​ ​Kim​ ​Kardashian
and​ ​player​ ​of​ ​the​ ​Kim​ ​Kardashian​ ​Hollywood​ ​game,​ ​I​ ​thought​ ​the​ ​topic​ ​would​ ​serve​ ​as​ ​a​ ​great
theme​ ​for​ ​my​ ​first​ ​graduate​ ​school​ ​paper.​ ​ ​I​ ​received​ ​a​ ​satisfying​ ​grade​ ​for​ ​my​ ​efforts​ ​and​ ​my
professor​ ​is​ ​pleased.​ ​Kim​ ​Kardashian​ ​West​ ​herself​ ​said​ ​that​ ​this​ ​was​ ​“so​ ​cool”​ ​via​ ​Twitter.​ ​I’m
grateful​ ​to​ ​have​ ​written​ ​this​ ​paper​ ​and​ ​look​ ​forward​ ​to​ ​write​ ​more​ ​insightful​ ​pieces​ ​during​ ​my
time​ ​in​ ​graduate​ ​school​ ​at​ ​Boston​ ​University.​ ​Thank​ ​you​ ​for​ ​your​ ​interest​ ​in​ ​my​ ​paper.