Britney-Spears-Juicy-Couture

We know gaming is a lucrative space these days. Just look at Kim Kardashian’s mobile version which has reportedly brought in $100m since its launch in 2014.

The company behind that, Glu Mobile Inc, also runs the new “Britney Spears: American Dream” game, which is quickly following in similar footsteps and integrating numerous brands within it. First up in the fashion space, is Juicy Couture.

The result sees users able to buy a range of 20 digital Juicy Couture Black Label looks for their avatars, including sunglasses, dresses, jeans, jewellery, shoes and handbags. They do so with B-Gems, the game’s currency, and then wear them while doing things like making and performing songs and competing with one another to make it to the top of the charts.

“We’re excited to see the impact adding a fashion brand has to Britney Spears: American Dream. It’s something that has proved quite successful in other Glu titles so we’re looking forward to future opportunities,” Glu chairman and CEO Niccolo de Masi, told WWD. “These types of integrations add significant value to the player by providing an immersive brand experience in an authentic way. We deliberately select brands that align well with each title and celebrity partner.”

Juicy Couture might sound like an interesting choice, but as Racked reports, the classic Juicy tracksuit is supposedly making a comeback after being spotted on various celebrities once more. Bloomingdale’s is also releasing an exclusive capsule collection of Juicy Couture Black Label classic tracksuits (in real life) this July.

The typical player of the Britney Spears game is reportedly female between the ages of 18 to 35.

The Kim Kardashian: Hollywood game has included brand integrations such as Balmain, Karl Lagerfeld and Nars cosmetics.