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CrowdStar‘s Covet Fashion is a game where fashion fans can vote on their favorite virtual outfits and then purchase them in the real world. That makes it a nice vehicle for deals with fashion celebrities. And that’s why CrowdStar is announcing today that actress and fashion queen Emma Roberts will become the very first Covet Host in the game.

Celebrities are getting in on the $30 billion mobile gaming business with licensing partnerships, ad campaigns, and endorsements. For company’s like Glu Mobile, maker of the Kim Kardashian: Hollywood game, the celebrity team-ups have helped create a big business. But Covet Fashion is interesting in its own right since its app can enlist all sorts of real-world brand endorsements and celebrity tie-ins, as it isn’t limited to a single character.

CrowdStar underscored that opportunity as it said that, unlike apps dedicated to a single celebrity, the Covet Host initiative will allow an array of talent to come together and share their stories on its platform. This initiative will continue throughout 2016, “partnering with other strong women as further reflection of the brand’s mission to facilitate a supportive environment in which women can explore style and engage with fashion in a positive way,” the company said.

Roberts has starred in TV shows such as Unfabulous and American Horror Story as well as movies such as We’re the Millers and Scream 4. Now she’ll be the “face” of the Covet Fashion app in a partnership with Crowdstar. Her job will be to keep fans intimately engaged with the app.


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During December, fans will be able to get to know Roberts by styling her avatar in an array of real-world clothing for her fast-paced life in the “Day in the Life of Emma Roberts” series.

“Emma Roberts was the obvious choice to have as our first Covet Host” said senior vice president and general manager of Covet Fashion Blair Ethington, in a statement. “She has quickly become a respected style icon, while maintaining a very relatable and empowering approach to fashion that we love. Covet Fashion is constantly seeking dynamic approaches to engage our community and provide access to fashion in ways you can’t get anywhere else. Our Covet Host initiative will add a whole new layer of excitement and connection by giving our community exclusive access to celebrities in a way that builds a more personal connection and dedicated fan base.”

Covet Fashion digitizes the latest collections from more than 160 top fashion brands and lets players put them on their avatars. As the players mix and match the looks, they can ask the community to vote on their outfits. Winners get more prestige.

In her role as Covet Host, Roberts will allow the community to act as her personal stylist as she goes through her daily routine, needing a new outfit for each stop, from a red carpet fitting to cocktails with her co-stars.

“I am so honored to be Covet Fashion’s first Host and engage with fans on their unique interactive platform,” said Roberts, in a statement. “For me, fashion fuels confidence but also is a true form of self-expression, and I love that Covet is able to provide that experience digitally! I’m excited to be the source of inspiration and can’t wait to see how users dress me.”

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