Glu has made almost $100 million off the back of the Kardashian mobile game, and has now penned an 8-year licensing deal with musician Britney Spears to make a game “featuring the voice, likeness, and creative influence of Ms. Spears.” The game is expected to launch in the first half of 2016, writes Stuart Dredge for The Guardian.

Glu Mobile Britney Spears

Glu CEO speaks out on deal

The word from Glu is that the game will enable fans to “experience the glitz and glamour of the entertainment business” which might mean glossing over some of the less-glamorous years in the middle of Ms. Spears’ career.

“People like Britney Spears obviously have been successful for more than a decade. They have brand recognition and following everywhere: not just developed nations but also emerging markets,” according to Glu CEO Niccolo de Masi. De Masi was speaking at the company’s earnings call.

“We can use our partnership with her to expand not only among the casual demographic, but also to try and bring new people into gaming that have never played a game before,” he continued.

Glu’s previous celebrity collaboration spawned the Kim Kardashian: Hollywood game, which was released in June 2014. Over the course of the game, players are mentored throughout a nascent career in the entertainment industry by Kardashian.

Celebrity games prove popular

Available on both iOS and Android, the game brought in $74.3 million in revenue in 2014, and another $21.3 million in Q1 2015. In the mobile gaming industry that is not a huge amount; by comparison players of Candy Crush Saga spent over $110 million per month on the game in 2014. Kardashian is reportedly doing well out of the game, taking a 45% share of profits.

Glu previously announced a partnership with Katy Perry for a game that will be released towards the end of the year. “There is certainly space for more than one female musician in the game sector,” said de Masi. And the company is backed by the kind of money that makes these deals possible, with Chinese internet firm Tencent recently investing $126 million in a 14.6% stake in Glu.