There are lots of ways artists are attempting to monetise their brand, replacing but in some cases exceeding the traditional reliance on royalties (with CD sales falling, and streaming revenues requiring huge user numbers to generate significant income). Britney is typical of the trend in some ways: it is mostly the very biggest stars who are benefitting from the opportunities of convergence.
In 2015, global music sales were $15bn (£10.3bn). Yet the three biggest mobile games companies alone – Supercell, King and GungHo Online – made $5.6bn between them, out of an estimated $30.4bn for the overall mobile gaming market.Britney Spears: American Dream is the latest experiment to see if music can capitalise on a world where many people are happier to spend their disposable income on Candy Crush Saga or Clash Royale rather than on music.The company behind Britney’s game, Glu Mobile, had a decent-sized hit with Kim Kardashian: Hollywood, and is trying to repeat the trick with musicians: besides Spears, it has signed up Katy Perry, Nicki Minaj and Taylor Swift.
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Can Britney Spears succeed in mobile games where Katy Perry failed?
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