Covet Fashion
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Covet Fashion is a mobile casual free-to-play dress up game for iOS and android. It was initially launched on November 12, 2013. The game is known for its collaborations with real life brands. In 2020, they claimed to have 2 million monthly players.[1]
Gameplay
In Covet Fashion, there are three main ways to play: Limited Time, Jet Set, and Voting. In Limited Time, users participate in dressing up their characters to fit a style and theme using themes prompted by the game. New competitions are added every few hours. In Jet Set, users can dress up their characters in a theme of a location. New locations are locked until users gain a certain travel score. This score is determined by the number of jets they obtain from an outfit. Voting is a mode where users vote on other outfits. At the end of voting for a Jet Set or Limited Time competition, users are given a score from 0.0 to 5.0 based on how many votes for or against their outfit they obtain. Outfits can gain bonus points for being in season or containing new items up to 0.8 points. These points are called a Look Rating.
A user can view the results of these votes in their inbox. When they open a Covet Challenge Results, they can see their Look Rating and Prizes Won. A look over 4.0 receives a clothing item as a prize. A look over a 5.0 will receive a reward in diamonds.
There are six forms of currency in this game. Cash, Tickets, Diamonds, Prop Pack Credits, Hair Accessory Credits, and Crowns. Cash and Diamonds can be used to purchase in game clothing items. Tickets are used to compete in Limited Time and Jet Set modes. Prop Pack Credits allow users to purchase props. Hair Accessory Credits allow users to purchase hair accessories. Crowns are used to purchase limited time hair styles that go away after 3 uses.
Notable collaborations
In December 2015, Emma Roberts was their first Covet Host.[2]
In 2018, Covet collaborated with Disney with Cruella de Vil, the Evil Queen, and Maleficent themed clothing.[3]
In 2020, as a response to the Black Lives Matter movement, Covet Fashion in part with Dr. Akiliah Cadet gave 4 Black, Indigenous, and BIPOC small business owners in the fashion industry each a $10,000 grant.[4]
Ownership
It was developed by Crowdstar. Their goal was to create games designed for women. A market that the chief executive Jeff Tseng at the time thought was underserved.[5] Crowdstar was purchased by Glu Mobile in 2016 for $45 million.[6] Then, in 2021 it was purchased by Electronic Arts [7] the current owner as part of their effort to expand into the mobile gaming market.
References
- ^ Jackson, Gita (2020-02-19). "'Covet Fashion' Made Me Feel I Belonged at New York Fashion Week". Vice. Retrieved 2024-04-16.
- ^ Gardner, Chris (2015-12-03). "Emma Roberts Is Now an Avatar for 'Covet Fashion'". The Hollywood Reporter. Retrieved 2024-04-16.
- ^ Contributor, Disney News. "Covet Fashion Has Disney-Inspired Style Challenges and We Now Know How We'll Be Spending All of Our Free Time". Disney News. Retrieved 2024-04-16.
{{cite web}}:|last=has generic name (help) - ^ Philipkoski, Kristen. "Covet Fashion Wants To Be The Change The Fashion Industry Needs With Four $10k Grants". Forbes. Retrieved 2024-04-16.
- ^ Takahashi, Dean (February 26, 2015). "CrowdStar is all-in on mobile gaming for women with Covet Fashion". Venture Beat Games. Retrieved April 15, 2024.
{{cite news}}: CS1 maint: url-status (link) - ^ Chapple, Craig; Content, Head of (2016-11-04). "Glu Mobile appoints new CEO and acquires control of Covet: Fashion dev Crowdstar for $45 million". pocketgamer.biz. Retrieved 2024-04-16.
- ^ Contributor, Wilhelm Voutilainen (2021-02-22). "Here's why Glu is an excellent strategic fit for EA". GamesIndustry.biz. Retrieved 2024-04-16.
{{cite web}}:|last=has generic name (help)