Niccolo De Masi, the man most celebrities run to, to create a fame in the virtual, video games genre.
Being the CEO of Glu (GLUU), the game maker, Masi has created the virtual characters of top Hollywood celebs, Kim Kardashian and Britney Spears and have created mobile games involving them.
To add to the list, celebrity chef Gordon Ramsay, is up with his new game, Gordon Ramsay Dash. By the end of 2016, a game with Taylor Swift will also be out.
“The trick to all of this is to be appropriate,” De Masi told CNNMoney, explaining how relevant it was to categorize the star to the suitable game.
Based on the target audience, the stars are assigned to categories that have proven to be popular, such as racing, time management or a game that tells a story.
“We turn away most people because they don’t have big enough of a brand or following,” he added. Celebrities with the least of about 100 million followers on social media platforms, like Twitter and Facebook will be given priority.
Masi’s company scrutinizes the rate of fan growth, along with the interaction the celebrities have with their fans.
“Gaming is a way to monetize that social capital,” says De Masi.
Masi also says such gaming experience is another way for the fans to interact with the star without having to wait for a show to get to see them live.
Apart from the monetizing perspective, Masi looks for the mingling quality in a star. He also joked that few stars like Ramsay have been much responsive than his colleagues.
“Gordon is the most recognized chef in the world,” said De Masi. “He’s been very involved.”
“Gordon Ramsay Dash, for example, is a timed skills game. Players have to make a certain amount of food for customers and collect tips within a short period of time. It’s the latest in the “Dash” game series, which are all related to food,” says Masi.
Gordon Ramsay Dash mimics the chef’s popular TV shows like, “Hell’s Kitchen” and “MasterChef.”
For the stars, the gaming offer is a brand way of expanding their revenue through propagating their personal label. But Masi also makes sure that the game is authentic to the celebrity.