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Britney Spears’ Perfumes Enter Her Mobile Game

The partnership with the singer's scent licensee Elizabeth Arden marks game developer Glu Mobile’s first fragrance foray, and its second association with a beauty brand.

Britney Spears has put her perfumes into music videos, and now she’s doing so in her mobile game.

Four of the singer’s fragrances with licensee Elizabeth Arden – Fantasy, Intimate Fantasy, Midnight Fantasy and Private Show – have been integrated into Britney Spears: American Dream, her game with Glu Mobile. The Elizabeth Arden tie-in represents Glu Mobile’s first fragrance foray, and its second beauty brand partnership overall following the insertion of Nars into the game Kim Kardashian: Hollywood.

In Britney Spears: American Dream, a roleplaying game in which players vie to become the next great pop star, so-called boosts enhancing song sales, relationships and more pop up during performances in the form of the fragrances. On top of the boosts, a quest or element of the game that’s added once a player reaches a certain level involves the fragrance Private Show and includes a link for purchases.

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Glu Mobile’s goal is to seamlessly weave Elizabeth Arden and other brands into its games. “Players engage with the brands as they naturally progress through gameplay and brands are incorporated into the storyline of the game,” said chairman and chief executive officer Niccolo de Masi, adding, “This approach to integration leaves the players’ experience uninterrupted during gameplay, and allows the brand and its consumers to interact in a way that feels real.”

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Glu Mobile declined to divulge the number of Britney Spears: American Dream players and the amount of game downloads. The title was launched last May and is free to play, although items can be bought through the course of the game.

Glu Mobile has yet to replicate with its games connected to singers the success it has had with Kim Kardashian: Hollywood, which has been downloaded over 45 million times and generated $157.8 million in revenues through March 31. According to Glu Mobile’s most recent annual financial report, the game Katy Perry Pop introduced in the fourth quarter of last year failed to generate meaningful revenue. Glu Mobile certainly hasn’t given up on female musician tie-ins, and is following Britney Spears: American Dream this year with Nicki Minaj and Taylor Swift games.

Nearly 18 years since her debut single, “…Baby One More Time,” was released, Spears hasn’t faded from the spotlight in the beauty and music industries. Elizabeth Arden, which is being acquired by Revlon Inc., renewed its license for Spears’ fragrances during fiscal 2015 for a five-year term through 2019. Spears regularly sells out her “Britney: Piece of Me” concerts at The Axis in Planet Hollywood Las Vegas, and it’s estimated over 500,000 people have already attended the shows. She’s also headlining the upcoming iHeartRadio Music Festival. Her latest album, “Glory,” is expected to be released Aug. 26.