Kim Kardashian’s long-running mobile game is finally calling it quits. Jesse Olivera-WireImage/Getty Images
Celebrity-centric mobile games usually don’t have long-term appeal with players. Taylor Swift’s efforts, called Swift Life, is said to have given up after only a year or so. Britney Spears, Katy Perry and Nicki Minaj also fell short.
That makes Kim Kardashian’s success in the space all the more remarkable. For 10 years, players have been logging in Kim Kardashian’s Hollywood. But come April, the game will leave him for good.
Publisher Glu Mobile (now owned by Electronic Arts) has confirmed plans to sunset the game. The app has already been removed from the Apple App Store and Google Play Store and will not be playable after April 8.
The free-to-play game, launched in 2014, lets players seek A-list stardom in virtual Hollywood, with Kardashian acting as an in-game mentor. Players will book modeling and acting jobs, make public appearances and go on dates. They can also purchase new outfits using in-game currency.
The game model grossed $1.6 million in its first five days and topped the mobile sales charts. Its sales peaked at $156 million in two years.
“I am grateful from the bottom of my heart to everyone who has loved and played Kim Kardashian: Hollywood Over the last 10 years,” Kardashian said TMZ. “This journey has meant a lot to me but I realized it was time to focus that energy on other passions. I would like to thank the Glue team and the many people behind the scenes who have worked diligently to make it a success. “I will forever be inspired by this community that we have built together.”
The game may be fading away, but the player base remains dedicated. Before Glue officially announced the end of the game, but once it no longer offered regular updates, a petition was started to bring it back. Other players are discussing dressing up for the game’s “funeral” in the coming months.