Oprah Winfrey’s network OWN just released a new and at the same time its very first mobile game called Bold Moves. The free-to-play game seems to something of a cross over of already existing puzzle games and players will be reminded especially of playing Candy Crush.
Puzzles, quotes and more
In Bold Moves players have to unlock and complete famous quotes from both Oprah Winfrey as well as the likes of Maya Angelou, Carl Lentz and others. They then get to share quotes over social media with friends and family. The game furthermore holds in-app purchases which range from $0.99 to $19.99. They either help users get further in the game or give them new lives.
New path for OWN
OWN is heavily expanding digitally. After transforming Oprah.com from a talk show website into an e-learning platform, the management has kept its eyes open for new ways to tap into the virtual space. With their first game they now aim to spread inspiration among their target audience. OWN attracts mainly woman around 45 to 54. Market research shows that a huge amount of them plays games in their free time.
Success is not guaranteed
Of course this launch is not risk free. Even though the mobile game market has grown heavily during the last years only five out of one hundred games usually prove to be a success. But OWN is willing to give it a try. After all, as OWN president Erik Logan put it towards FastCompany, it is not much different from launching a TV show. “You put it on the air, and the audience will watch it, or they won’t.”