Online Music Industry Analysis Taylor Swift
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Taylor Swift fans will soon see the gaming side of the megastar.

Swift, best-selling artist and winner of seven Grammy Awards, will work exclusively with Glu Mobile on the development of a new mobile game. The deal, announced Wednesday, marks Swift’s first foray into the mobile gaming space.

The game is currently slated for global release in late 2016. Glu Mobile said it will provide additional details regarding the game’s development and Swift’s involvement at a later date.

“We realize that Taylor and her global fan base expect a new and highly differentiated mobile gaming experience,” Glu CEO Niccolo de Masi said in announcing the pact. “Glu is equally committed to designing never before seen gameplay elements that utilize Taylor’s unique creativity. Accordingly, we will spend the required development time to ensure this innovation is achieved.”

Swift has an enormous social following, including 74 million fans on Facebook, 70.4 million on Twitter, 64.8 million on Instagram and 18 million on Vevo.

Game publisher Glu Mobile has previously released top games with Kim Kardashian and Katy Perry. The company last month announced a deal with TV chef Gordon Ramsay to develop a mobile game.

Star-driven free-to-play games have been a success for Glu: Its first celebrity-based game, “Kim Kardashian: Hollywood,” generated $43 million in its first three months.

Swift has sold more than 40 million albums and more than 130 million song downloads worldwide. In the fall of 2014, her fifth album, “1989,” broke records by selling almost 1.3 million copies in its first week. She’s been nominated for seven 2016 Grammy Awards, including for album of the year “1989.”

Glu Mobile’s stock jumped more than 29% in after-hours trading Wednesday, after closing at $2.01 per share, following the announcement of the deal with Swift. The San Francisco-based company reported fourth-quarter 2015 results, posting $61 million in revenue (down 16% year over year) and a net loss of $3 million versus net income of $1.4 million in the year-earlier period.

Swift, given her enormous clout in the industry, has confronted digital music services over what she believes are unfair practices. The singer-songwriter pulled her catalog from Spotify in 2014 over its payment terms, and last year Swift’s complaint about Apple Music not paying artists during the service’s three-month free trial period prompted the tech giant to reverse the policy.

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