Time Inc. Partners with Mobile Trivia App in Effort to Attract Millennial Audiences
Time Inc. announced Wednesday a new content partnership with mobile game developer Etermax. Etermax is the creator of the game Trivia Crack and will use Time Inc.'s content in game's forthcoming sequel. "Trivia Crack is an information-based game, and Time Inc.'s brands inform the largest publishing audience in the U.S. Our brands are synonymous with popular trivia categories like celebrities and entertainment, sports, news, and fashion," said Steven Haft, SVP of innovation at Time Inc., in a press release. Time Inc. will help sell ads into the app, though details of the revenue share were not revealed in the press release.
It may prove a powerful alliance for Time Inc., one that introduces the publisher to a massive mobile audience. Trivia Crack has been downloaded 74 million times in the U.S. In particular, Time Inc. is excited to connect with the millennial audiences using the app, said Haft in the press release.
Partnerships like this one may prove attractive for other publishers too, many of whom have struggled to build significant revenue from mobile apps. By partnering with an app that has already proven profitable and garnered a large audience, publishers can bypass the significant investment in app development and promotion and simply connect with users that want their content most.
Time Inc. did not share any details on whether it would be able to collect data about mobile app users, or if there was any strategy in place to market other Time Inc. products to Trivia Crack players. It will be interesting to see, though, if the brand exposure will garner the publisher a new, younger audience.
The full press release is below.
New York, June 24, 2015 - Time Inc. (NYSE:TIME) announced today that it has entered into a content partnership with Etermax, a mobile game developer that is launching a sequel to Trivia Crack, a popular mobile game with 74 million downloads in the US alone. The Trivia Crack sequel will be released in the third quarter and will have additional social features, as well as improved game-play.