How Loot Crate Is Taking Over the ‘Geek Box’ Market

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The “geek box” market has taken off ferociously, with companies from Geek Fuel to Super Geek Box offering mystery packages filled with toys and other goodies on a monthly basis. At the forefront of it all is Loot Crate, which still dominates the market.

First established in 2012, the subscription box service quickly grew in popularity, with licensed items from popular brands from video games, movies and TV shows such as Doctor Who. Additionally, the company offers specialty crates that are focused on specific fandoms, including ones based on Star Wars (timed with the theatrical release of The Force Awakens), Aliens and Firefly. Others include ones built for anime fans, and a package devoted to dog owners, which is aptly named Loot Pets. This year, it continues to build steam, with the launch of its recent Loot Gaming package, as well as a forthcoming Loot Crate DX, which promises bigger and better things on the horizon.

The company has grown significantly, with millions of subscribers who share their love for the service through social media and unboxing videos that gain hefty view counts on YouTube. It has also formed a number of partnerships, including working alongside eSports team OpTic Gaming and anime streaming company CrunchyRoll.

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[a]listdaily discussed the success of Loot Crate with CEO Chris Davis and chief experience officer, Matthew Arevalo, including how it was able to draw in some big-name partners, as well as what could be next down the line for the Loot Crate team:

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Chris Davis, Loot Crate CEO

What prompted the creation of a “geek box” business?


Chris: At the Los Angeles Startup Weekend where we officially launched, we pitched the idea of “Comic Con in A Box.” The goal was to bring the same sense of community and exclusivity to a Looter’s door every month that you got attending events like San Diego Comic Con. We wanted to be different from other “box” companies, by delivering a great experience beyond the crate and building a real community.

Your subscriber base has gone through the roof over the past few years. What would you say is the biggest key to success for Loot Crate?

Matthew: We are a service, platform and community completely dedicated to solving for the end subscriber (Looter) experience. We do not compromise the contents of the crates based on any outside factors that would diminish that amazing fan reaction. Our community is very welcoming to all types and is structured in a way to give a voice to fans that has never been possible before. Our brand partners from Marvel to Sony and Gearbox to Activision all understand that we are a unique, engaging and a creative way for them to get their biggest fans something they’ll always cherish. It all revolves around amazing products and extends beyond the crate interaction that includes original content, event activations and so much more.

How does the company get such great partners on board for Loot Crate packages?

Chris: Whether it be our specialty crates we’ve done for the Alien 30th Anniversary or our regular subscription lines, we work out relationships with the entertainment companies based around major tent pole events like movie premiers, game releases and other significant moments to curate items to celebrate those via themes. After theme selection, we use community feedback, subscriber surveys and user focus groups, as well as our internal teams, on each line to determine what will deliver the best value and impact.

What strategy goes into creating crates like Pets and Loot Gaming?

Chris: The reason we kept just the main core crate for so long before we expanded to Loot Anime, Gaming, Pets, DX, among others, is because we wanted to make sure that the experience of those lines wasn’t just strictly focusing on those verticals with a new name and subscription. We wanted to make sure the experience was unique, complimentary and interesting. Each line does include our signature support, quality and curation, while also providing its own unique take and presentation.

 

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Matthew Arevalo, Loot Crate chief experience officer

What has been the response to Loot Gaming?

Matthew: The buzz and reaction has really been incredible. We saw firsthand in a full capacity panel at PAX South, where we made the announcement of Loot Gaming, the crowd reaction and it has just been amplified as unboxings come in. Gamers in over 30 countries around the World have taken notice that our all exclusive offerings of the founder crate, along with continued digital offerings as part of every crate, have been able to surprise and delight with items recently from top franchises like Tom Clancy’s The Division (which includes exclusive in-game content), Fallout 4 and more.

What can you tell us about Loot Crate DX? 

Matthew: Loot Crate DX was created especially for fans who are interested in higher-end products, merchandise and collectibles. Loot Crate DX takes our flagship mystery box experience to the next-level by delivering even more exclusives and higher-quality geek and gamer gear from the biggest, newest and most sought after franchises.

Where do you see Loot Crate and the “geek box” business going in five years? 

Chris: We do not consider ourselves a “geek box” subscription. Thanks to our ever-growing and engaging community of subscribers, expanding product lines and experience based content around the products, we see ourselves as helping to fuel the passion in all fans. We have some exciting announcements occurring in the next few months that will really showcase this vision and provide even more ways to interact with our brand, including partnerships and new launches.

‘Total War: Warhammer’: Two Franchises, One Epic Fantasy Game

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Created by Games Workshop in 1983 as a table top strategy game (Warhammer Fantasy Battles) using fantasy miniatures, the Warhammer franchise has grown tremendously across different media. Its dark and gritty setting, populated with different races and creatures struggling against one another, has been a major source of inspiration, particularly with video games looking to bring it to life. That’s where The Creative Assembly comes in.

Famous for the Total War series, The Creative Assembly made a name for itself developing deep, historically-themed, strategy games where players command huge armies. One of the most popular games in the franchise, Total War: Rome II, let players build the world’s first superpower through military, economic and political means—featuring prominent historical figures such as Marc Antony, Lepidus and Caesar himself in its add-ons. That experience is being combined with the Warhammer franchise to create one massively epic game: Total War: Warhammer.

Al Bickham, studio comms manager at Creative Assembly, talks to [a]listdaily about bringing two brands together to create the definitive Warhammer fantasy strategy game releasing on May 24.

What made Creative Assembly realize that the Total War and Warhammer franchises would work together?

The two properties map incredibly well. They’re both essentially games in which everything leads to rank-and-file armies smashing each other to bits, and we’re not the only people to have spotted that natural fit. One of the most common responses to the initial announcement that we were making a Total War title based in the Warhammer universe was “How hasn’t this happened before?!”

Total War usually works with real historic battles and factions. Was it quite a shift to work with fantasy?

In some regards it wasn’t such a shift—all the history books for the Warhammer world are right in front of us, and the lead writer on the game, Andy Hall, is ex-Games Workshop, so he knows the lore intimately. It was a case of applying the process of creating a Total War title to a deeply-established high-fantasy background as opposed to a historical one.

In other regards, it’s like nothing we’ve ever attempted! The rich Warhammer universe presented us with some interesting new design challenges. How do we bring magic, monsters, heroes and flying creatures to a game series that has always been rooted in the reality of historical backdrops? Our motion-capture facility hasn’t seen as much use as it normally does, as we’ve had to hand-key animations for the many weird and wonderful creatures that Warhammer comprises. It’s been a huge learning experience and a crazy-fun challenge.

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How have you been working to ensure the game stays true to both the Total War and Warhammer brands?

Our design principles as a studio are quality, authenticity and fun, and that’s what we’re aiming for with Total War: Warhammer. We’re enormously enthusiastic about representing the Warhammer IP as accurately and arrestingly as we can, and that’s not a box-ticking exercise; it’s what the potential players of our game really want, so the more reverently, accurately and strikingly we treat the IP, the better it is for everyone.

We’re working this detail into the Total War framework of a grand strategic campaign game of statecraft and expansion, interspersed with spectacular real-time battles comprising thousands of troops. In Total War terms, there’s a greater variety of gameplay features and mechanics between different playable races than we’ve ever attempted before, so each race looks, plays and feels very different. In short, our aim is to make the definitive Warhammer strategy game, and I think we’ve achieved that.

Is it difficult to promote a game that combines two such well-known franchises?

In many ways, it’s been a dream project for our PR, community and marketing teams. The content of the game is so richly compelling, and the deep level of Warhammer knowledge out there means that people really get it. Moreover, there’s a great thirst for user-generated content—Let’s Play videos, livestreams and so forth—so when people get the game, we’re fully expecting we’ll see the community’s own takes on the game and its content.

How have you been working to appeal toward gamers who aren’t familiar with Total War or Warhammer?

The setting, characters and content do a great job of transcending boundaries. It’s a really compelling high-fantasy setting that, while it shares some core tropes with other fantasy universes, has a style, personality, narrative and history all its own.

Warhammer has a large number of factions. How do you choose which ones will appear in Total War: Warhammer?

Initially at least, on a geographical basis. This is the first of three titles (we have plans for two follow-up expansions to come over the next couple of years), and deals with The Old World—the central Europe, if you like—of the Warhammer world map. Initially, we’re dealing with the races that appear in that landmass. Over time, through expansions, DLC and free content packs, we’ll be expanding the world mass and the faction rosters to encompass all the other major races covered by the 8th Edition of Warhammer Fantasy Battles.

What do you think makes Warhammer such an enduring franchise?

It’s enormously characterful, insanely detailed, wonderfully imaginative, and over its 30-year lifespan, it has pretty much defined tabletop wargaming as a popular hobby.

Ubisoft Dives Into Chinese Gaming Market

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Considering that the Chinese mobile gaming market is a monster ($7.1 billion and rising), it’s no surprise that highly popular game publisher Ubisoft wants to get in on the action. The company officially announced that it will release a pair of Android games in China alongside its publishing partner Ourpalm.

The first game will be its mobile hit Hungry Shark World (the follow-up to Hungry Shark Evolution), in which players control a predator of the sea as it fights to stay alive by devouring everything in sight, along with an unannounced title in its Assassin’s Creed franchise. Both titles should be huge draws, but the company is most interested in seeing what kind of impact Hungry Shark World makes in this new market, considering how it has already drawn over 51 million unique players since its release in other countries, including the U.S.

“Hungry Shark mania is on in China and we are really confident with the launch of this new episode, which is even bigger, hungrier, and sharkier,” said Aurelien Palasse, Ubisoft’s head of publishing for Greater China.,” said Aurelien Palasse, head of publishing, Greater China, Ubisoft.

The Assassin’s Creed game is set to be a massively-multiplayer online role-playing game being co-developed by Ourpalm, but neither company has divulged any new details about it.

“We’ve got our most experienced team working on the new Assassin’s Creed title, and have high expectations for it,” said Zhang Pei, vice president of operations for Ourpalm. “We can wait to show the Assassin’s Creed community in China what the game is about.”

The partnership was first announced in 2014, with Chris Zhang, Beijing Ourpalm VP, stating in a press release that, “Hungry Shark Evolution already has performed excellently in Europe and the United States, and we are aiming to bring it and more games from around the world to local Chinese gamers, starting with this deepening of our strategic cooperation with Ubisoft.”

These games could be the first steps to even more games hitting China in the future. After all, its mobile Rayman games (including Rayman Adventures) have been big hits with fans, and Ubisoft has a number of other games in its portfolio that could potentially take off in China.

For now, at least, the companies are moving slowly but surely into the market, and it could certainly pay off in the long run.

What Brands Are Buying Into Snapchat?

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There’s no question that Snapchat’s popularity is surging with eight billion video views on a daily basis. Many brands have been taking advantage of this with short-form video and other promotions, but up until this point, it’s been unknown what kind of services they’ve been investing in. However, a new study from research group L2 (via AdWeek) lifts some of the mystery, including what kind of brands invest in Snapchat. While the research is from earlier this year, many of the trends are still relevant.

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Activewear has a very healthy lead with 21 percent, with companies like Nike leading the charge. Close behind are consumer packaged goods (CPG), with Little Debbie factoring in with seven percent of the overall 19 percent reported. Consumer electronics takes a close third, with GE Appliances holding 14 percent in a number one position. Also included on the list are beverages (16 percent, with PepsiCo as the number one company), beauty (13 percent, with TRESemme as the top draw) and financial services (six percent).

Three main sectors—activewear, CPGs and consumer electronics—account for more than half of Snapchat’s overall branding business, indicating that millennials and other users show great interest in these areas.

L2 also made note of special events having huge tie-ins with Snapchat, like its previous Super Bowl promotion. Even though it didn’t actually run an advertisement for the “big game,” it still drew in a number of big names to help create buzz through its application.

This included the debut of a Gameday Grub Match, co-sponsored by PepsiCo’s Doritos and Pepsi products, where three YouTube celebrity chefs competed to make ideal snacks for the Super Bowl. As a result, it managed to attain 18 percent of overall advertising through Snapchat, based on the 30-day period around the Super Bowl.

“Regarding PepsiCo’s significant advertising, I don’t think it should be surprising,” noted Garett Levy, research analyst for L2. “Currently, Snapchat still has a high barrier to entry with expensive upfront costs, allowing the platform to remain relatively uncrowded and reward brands with deeper pockets.”

Snapchat Media

One other chart put together by L2 breaks down the various media opportunities available to brands, through various services including Live, Discover and Geofilters & Lenses. There’s quite a high cost, especially using the third option, but there are a number of channels are available to advertise across, and each guarantees a high amount of views. Snapchat’s Discover option seems to have the lowest amount, but still accounts for between 500,000 to a million views a day. Meanwhile, Geofilters & Lenses can deliver as much as 220 million views a day.

Snapchat continues to work on ways to become a more viable marketing platform. It’s just a matter of how these features come into play, such as the new algorithm that it announced earlier this week.

[a]live: The Emergence Of Predictive Analytics

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When marketers think of bots, they usually shudder. Bots have been the bane of the display ad market for some time, costing about $7.6 billion this year according to the Association of National Advertisers with ad fraud.

But bots that mimic user activity and Facebook Messenger chat bots are really just the beginning of something even bigger—an evolutionary leap of sorts has made it possible for machines to begin learning. With so much data available out there and conversations occurring, we finally we have the ability to make sense of this data like never before, which we can use to hyper-target consumers.

Join [a]insight’s Kai Mildenberger and host Andrew Volpe as they discuss what the future holds for this radical shift in technology in this week’s [a]live.

ELEAGUE Exec Talks About Joining With Advertising Partners

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In December, Turner announced a partnership with WME | IMG to form an eSports initiative; one that would involve broadcasting Counter-Strike: Global Offensive match-ups on TBS. That eSports league, called ELEAGUE, continues to expand with key advertising partners getting in on the action. Last week, it was confirmed that Arby’s, Credit Karma and Buffalo Wild Wings will serve as official marketing partners for the group, each taking part in advertising for ELEAGUE events, which kick off next week on May 24 on digital platforms, with a Friday night showcase to follow on TBS. According to the press release from Turner and WME | IMG, the companies involved will have customized, contextual brand exposure with ELEAGUE’s multi-screen coverage, utilizing AdTrack sponsor integration. This will allow the companies to promote during uninterrupted game coverage.

In addition to finding a place on broadcast television, ELEAGUE has also reached an extensive deal with Twitch, one that will feature programming every Tuesday and Wednesday with ELEAGUE match-ups, along with an “alternate viewing experience” to coincide with the TBS broadcast. “Twitch has become the live streaming destination for millions of gamers on a global scale and we’re looking forward to directly connecting ELEAGUE with its passionate community,” said Christina Alejandre, General Manager of ELEAGUE. “We’re incredibly excited for the launch of ELEAGUE and Twitch provides us with a premier destination for fans to congregate and engage with our live event coverage.”

Seth Ladetsky“ELEAGUE presents our partners with an incredibly attractive environment to showcase their messaging to a highly-engaged, dedicated millennial fan base,” said Seth Ladetsky, senior vice president of Turner ad sales, during the announcement last week. “The combination of these brands, and additional soon-to-be-announced partners, underscores the value of our eSports coverage.”

Speaking with [a]listdaily, Ladetsky added, “For advertisers that have followed the growth of eSports, they understand how powerful this environment is, with incredible growth potential. We have been in conversations with  brands since we first announced our investment in this space. When you combine all of the value with being an official marketing partner and the trust that we have garnered over the years with advertisers, we are fortunate to already have several partners in place prior to the launch.”

As far as how WME | IMG came about to getting partners on board, Ladetsky explained, “For advertisers that have followed the growth of eSports, they understand how powerful this environment is, with incredible growth potential.  We have been in conversations with  brands since we first announced our investment in this space. When you combine all of the value with being an official marketing partner and the trust that we have garnered over the years with advertisers, we are fortunate to already have several partners in place prior to the launch.

“Turner is comfortable with developing multi-screen coverage plans and advertiser partnerships for not only our sports coverage, but our breadth of news and entertainment brands, too. With eSports originating on digital, we need to maintain authenticity with how we cover this sport, so digital was an essential part of any plan we developed.”

To conclude, Ladetsky noted how it’s more of a commonplace practice to see partners such as this get involved with eSports. “While we understand it’s still at an early adopter phase, we know many companies are quickly becoming aware of this attractive sport.”

ELEAGUE has already kicked off its advertising for next week’s premiere, with basketball legend Shaquille O’Neal inserting himself into a round of Counter-Strike: Global Offensive.

Wibbitz Reveals How Viewers Prefer Video Advertising

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Marketers spend a good amount of time studying video advertising trends, looking to attract more viewers. And to help with that is a new report from Wibbitz that may shed some lights on what’s most vital to consumers. The report, titled Personalized, Silent and Mobile: The Video Advertising Trifecta, is based on studies conducted back in March, but features some interesting trends that should be worth noting.

DigiDay previously reported that 85 percent of Facebook video is watched without sound, and Wibbitz confirmed that to some degree, with 45 percent of participants noting that it is the “most tolerable” form of video advertising. Meanwhile, only six percent said they like advertisements that they can interact with.

Wibbitz

Wibbitz also addressed key video length, and it seems that the shorter options are more preferred. 70 percent of those polled noted that they would not watch an ad for longer than 10 seconds. As for long-form, 49 percent of respondents said they don’t care for it at all.

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The report also produced a number of other findings:

  • 15 percent of users who prefer watching video on Facebook are watching on desktops —more than those who prefer to watch via Snapchat (four percent) and Instagram (seven percent) combined. 26 percent of those polled who are infrequent video watchers are usually watching on their desktops.
  • Frequent video watchers are more amenable to autoplay than less frequent watchers.
  • 34 percent of consumers report that mid-roll ads are much more annoying than both pre-roll ads and ads that play at the conclusion of a video.
  • 45 percent of consumers said muted video ads are the most tolerable form of video advertisements, more than any other type. Targeted ads were the second most tolerable type of video ads, at 39 percent.
  • Respondents in the more mature age group (45-60+) aren’t as likely to skip over video ads than respondents who are in the 18-29 age group or the 30-44 group.
  • People who reported they would be willing to spend 30-60 seconds watching ad videos are more likely to spend that time watching via mobile (60 percent) over desktop (40 percent).

 

 

‘Battlefield 1’ Xbox One Branding Won’t Affect Game’s Success

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A couple of weeks ago, Electronic Arts premiered the trailer for its upcoming shooter, Battlefield 1, which takes players to a World War I setting, instead of the futuristic world Battlefield 4 took place in. Fans went wild over it, the trailer has gained more than 32 million views and 1.5 million likes—a record for the video game franchise. For perspective, the original Battlefield 4 teaser video (which premiered in 2013) has about 1.6 million views to date, while the giant 17 minute “Fishing in Baku” gameplay reveal peaked at 19 million views. Meanwhile, Battlefield Hardline‘s announcement trailer pulled in 3 million views.

But some fans have noticed that the trailer has Xbox One branding on it, indicating that the console’s owners will get to play the game first through the EA Access program. However, EA affirms that it shouldn’t be too much concern, as Battlefield 1 will be just as accessible–and enjoyable –on PlayStation 4 and PC as it will be on Microsoft’s console.

Speaking during an earnings call earlier this week, EA CEO Andrew Wilson explained that, despite the Xbox brand being present in the popular trailer, PlayStation 4 owners won’t be turned off by its branding. “This is a game for PlayStation as much as it is for Xbox as much as it is for PC,” he noted. “I don’t see any limiters to our ability to reach a really broad audience of gamers across the whole shooter spectrum.”

Console makers often make deals with third-party developers for exclusive content for games. For instance, Sony struck a multi-year deal with Activision last year to bring exclusive content to its Call of Duty games for PlayStation 4, following a similar deal Activision previously had with Microsoft that lasted for many years on Xbox consoles.

Even with this content, however, the game should be a huge success on other platforms, noted Wilson. “Our console partners want to stand right next to the biggest and best games in the industry. Typically, what we see is that just aids awareness. It aids awareness whether you’re a PC gamer or an Xbox gamer or a PlayStation gamer.”

As for why Microsoft and Sony go after exclusive content deals, Wilson noted that it drives “disproportionate awareness around the game as it relates to their particular console.

“But what we have seen–and we’ve seen the analytics against it–is if you’re a PlayStation gamer, you do not reject it because it is brought to you by a potential console partner,” he continued. “You understand deeply that it’s also available on your console. And what we get is just a multiplier effect of greater awareness in the marketplace.”

A version of the EA Access program (called Origin Access) is available on PC, so there is a chance that PC subscribers will be able to play Battlefield 1 before it officially releases. Additionally, those that pre-order the Deluxe Edition of the game will be allowed early access. But everyone can enjoy Battlefield 1, regardless of platform, when it releases on October 21st.

Google I/O: Daydream Brings VR To Next-Gen Smartphones

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Google Daydream is a new virtual reality platform heading to next-gen smartphones this fall. Unveiled during the Google I/O keynote yesterday, Daydream will incorporate a headset and small handheld controller, combining the immersive experience of mobile VR with intuitive motion controls.

While Cardboard viewers allow consumers to use just about any smartphone they like, upgrading to Daydream will require new phones with specialized parts and operating systems. Utilizing the upcoming Android N platform (which you can help name here), these Daydream-ready phones will be outfitted with screens and sensors powerful enough to deliver VR in high-quality. Google has partnered with developers like ARM, Qualcomm, MediaTek and Imagination Technologies to create these components, and Daydream-ready phones are scheduled to begin rolling out this fall from HTC, ZTE, Huawei, Asus, Xiaomi, Alcatel, LG and Samsung.

Google Daydream Headset aims to be "comfortable and intuitive," says Google.
Google Daydream Headset aims to be “comfortable and intuitive,” says Google.

Aside from a basic design, not much is publicly known about the Google Daydream headset as far as specs and price points go. Google provided the initial designs to its partners, who will then manufacture and refine it, thereby determining its price. But for perspective, Google Cardboard costs around five dollars and the Samsung Gear VR costs $99, so there’s a lot of room for speculation on how much the Google Daydream unit and controller with set you back.

Brands like HBO, Ubisoft and Electronic Arts (EA) have been confirmed as development partners and The New York Times will use this new platform to provide VR news coverage and content, as announced during NewFronts.

Video games will be a dominant presence on Daydream, with additional partners including Climax Studios, Otherside Entertainment and NetEase. Epic Games hosted a livestream during the Google I/O today and discussing the possibilities of development with Unreal Engine 4. It also posted a video on YouTube, demonstrating in-game possibilities, as well as some nice close-up views of the Daydream controller.

“At Epic, we’re really excited about Daydream because while everyone has a phone, this really takes VR to the masses,” says Epic Games VP and co-founder, Mark Rein. “It gives you the ability to have the same kind of experience you would have on really high-end VR systems, but now completely immersive and with this beautiful controller.”

 

Glu Mobile’s ‘Britney Spears: American Dream’ Is Ready To Drive Fans Crazy

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Glu Mobile, makers of the wildly popular Kim Kardashian: Hollywood, is out to turn mobile game players into stars again, this time as an up-and-comer in the music industry. In the newly released Britney Spears: American Dream, the pop music star will help guide players through their music career. They can even sing-along with some of her greatest hits, as the game features some of her hits songs in addition to having Apple Music and Google Play Music integration.

The game’s timing couldn’t be more perfect, since the singer is receiving the Billboard Millennium Award at the Billboard Music Awards on May 22, and is opening the show with a “kick-ass medley” of her most popular songs.

Niccolo De Masi, Glu Mobile’s chairman and CEO, talks to [a]listdaily about how Britney Spears: American Dream is turning gamers everywhere into pop stars, and how—after achieving immense success with Kim Kardashian: Hollywood—the company is singing, “Oops… we did it again!”

Niccolo De Masi, CEO at Glu Mobile

What makes Britney Spears the ideal music celebrity to base a game on?

Britney Spears is one of the most celebrated artists in pop music, with a truly diverse fan base. In addition to her nearly 100 million social followers worldwide, she brings the passion and dedication we look for in any celebrity partner.

What role does Spears play in helping the player progress?

Britney’s in-game character serves as the player’s mentor in the game, guiding them through the highs and lows one might experience in the music industry.

How do players compete with other singers and progress in the music industry?

Players compete with friends and other real-life players with each song they create. Once they record a song, they create an original album/single cover within the game and share it with these friends to get votes. The more votes they receive, the more album sales they generate, and the higher up the Top Charts they rise! Players also compete against in-game rival, Aston Kole, in the same way.

What are some of the Britney Spears songs featured in the game?

Britney Spears: American Dream features the master version of “Oops!… I Did It Again” as well as instrumental versions of “Toxic,” “Womanizer,” “Piece of Me,” “(You Drive Me) Crazy,” and “…Baby One More Time” and more.

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Britney Spears has gone through a number of different looks during her career. How did you decide on which ones to use for the game?

Britney was influential in determining which looks were featured. We’re extremely pleased with how well the renderings came together and think they portray some of her most iconic and looks.

How does the music service integration work? Will players be able to record their own covers of songs?

Through the integration of Apple Music and Google Play Music, Britney Spears: American Dream players can easily access a collection of Britney Spears’ latest releases, greatest hits, albums, and videos. Recording original audio isn’t a component of the game, but “recording” a song is an action performed, after which players can design their very own album/single cover and post it to social media channels.

Will there be any kind of promotional tie-in with Spears’ performance at the Billboard Music Awards?

We’re always looking for ways to connect the game with Britney’s real world, so you’ll have to tune in. We’re all very excited for her performance and are wishing her nothing but the best of luck!

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