Join gaming leaders, alongside GamesBeat and Facebook Gaming, for their 2nd Annual GamesBeat & Facebook Gaming Summit | GamesBeat: Into the Metaverse 2 this upcoming January 25-27, 2022. Learn more about the event. 


Oh, Lord. Here’s another test for how much celebrity branding the market can take.

Animoca Brands and AID Partners Capital Holdings have launched Paris Hilton virtual merchandise inside the existing Star Girl mobile game.

Paris Hilton

Above: Paris Hilton

That’s a pretty smart strategy as it would be a tough job to establish a brand new Paris Hilton game. This way, by putting Hilton’s goods into an existing game with tens of millions of fans, many more people will be able to purchase the Hilton goods immediately.

Star Girl, where girls and women engage in fashion role-playing, has been downloaded more than 65 million times. And now fans will be able to purchase in-game items from the Paris Hilton Collection Vol. 1, or items inspired by Hilton’s own fashion choices. Also included in the game update is Paris Hilton Style, a fashion contest with player voting, and a virtual version of Hilton’s Paris Beach Club.

Event

The 2nd Annual GamesBeat and Facebook Gaming Summit and GamesBeat: Into the Metaverse 2

January 25 – 27, 2022

Learn More

The whole package costs $5 in real money. Star Girl is owned by Complete Star, a subsidiary of AID Partners Capital Holdings, a Hong Kong holding company.

Animoca Brands signed a deal in March to license the name and likeness of Paris Hilton, and this deal is the beginning of the commercial enterprises associated with that license. Star Girl is available on iOS, Google Play, and Amazon.

The Vol. 1 collection has five dresses, a pair of sunglasses, and a combo of fishnet stockings and heels. The deal was made possible through Iconicfuture, which matches virtual goods and brands.

Robby Yung, the CEO of Animoca Brands, said in a statement, “We’re very excited to be the first company to develop and deploy in-app purchases using the Paris Hilton brand. By launching branded merchandise in an existing successful game, we can leapfrog the initial download growth phases and obtain valuable usage information for future branding efforts right from the start.”

Paris Hilton said in a comment, “Play Star Girl and try my first-ever collection of virtual items, including some of my dresses, sunglasses, and footwear.”

GamesBeat

GamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. How will you do that? Membership includes access to:
  • Newsletters, such as DeanBeat
  • The wonderful, educational, and fun speakers at our events
  • Networking opportunities
  • Special members-only interviews, chats, and "open office" events with GamesBeat staff
  • Chatting with community members, GamesBeat staff, and other guests in our Discord
  • And maybe even a fun prize or two
  • Introductions to like-minded parties
Become a member