Geeks and celebrities make unlikely bedfellows but mobile app developers are increasingly looking to pair up with the likes of reality TV star Kim Kardashian as they look for new ways to stand out in an overcrowded marketplace.
Since Apple’s App Store launched in 2008, many of the most popular apps for the iPhone or Google’s Android smartphones have been new franchises such as Angry Birds, Candy Crush Saga or Clash of Clans.
But the recent success of games and utilities to which celebrities have lent their name, combined with the growing challenge of getting noticed in the App Store, is prompting more developers to seek new tie-ups with stars.
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