In a new Adweek cover story, Kim, who says she came up with the "cute concept" of the game, reveals the "accidental" reason she believes the app blew up:
Something that
really worked in the game that was kind of an accident are the updates.
[For example], your character can go on vacation to Mexico, and that's
one of the places that I go all the time.
I actually didn't
know the date of the launch, but I happened to be going to Mexico on the
same day. Once I started posting pictures through Instagram that I was
in Mexico, everyone was playing along [and saying], "I just updated my
game, and I'm in Mexico with you." They would literally get a bikini
like the one I had Instagrammed in a photo.
But, says Kardashian, that wasn't part of the original plan.
People thought we were doing
that on purpose and that it was planned, and it wasn't. We realized that
it worked so well because we are in such good communication—myself and
the Glu team—to make updates in real time. I try to tell them as far in
advance of when I know I have a trip planned, and we try to get as many
lifelike things that I'm actually doing to really happen in the game so
you can play along with my real life.
Despite what many may believe,
Kardashian is very involved with every aspect of the app, especially
making sure it relates to her real life.
We try to mirror it as much
as possible. The look of the game was really important to me. I must
have pulled thousands of references of all the different ways that
characters should have their hair, the outfits and the shoes. One time
there was a strap wrong on one of the character's shoes—her feet weren't
matching. I had to change the programming to fix that. It was important
to me that everything is right.
With the quick life cycles of games, Kardashian already has a plan in place to make sure hers stays relevant.
I think that adding my family
members [as characters] and a bunch of cameos will get people excited. I
started with adding my mom and now my sisters [last year]. Even my pets
that I've had either now or in the past are in it. I want to make it as
lifelike as possible.
"[The developers and I] talk daily," Kardashian tells Adweek of her commitment to the app. "We
have these open emails and chats. If I have an idea, I send it to them.
I [also] go down to [their home base] San Francisco every other month
and meet with the whole team."
Still, she says, "I don't know if I expected it to do this well."
"I'm really thankful that it has
because I've put a lot of hard work into it and spent a lot of time on
it," adds Kardashian. "It's how I think of my show—someone can always
relate. People always want to get their mind off of things and have
something fun to do because their lives are so hectic. It's a fun game
that you can really get addicted to and just lose yourself in for a
couple of hours."
Credit:Adweek
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