Marketing

Marshmello launches his own mobile game to debut new album


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EDM star Marshmello’s association with gaming is already well known: he’s teamed up with online star ‘Ninja’ to win pro-am Fortnite tournaments, and attracted more than 10 million people to his virtual concert within that game earlier this year. Now he’s testing the waters in mobile gaming too, with his own game.

It’s called Marshmello Music Dance, and was developed by Vietnamese developer Gamejam. It’s a free-to-download game for Android and for iOS, which takes a Tap Tap Revenge-style approach to fans tapping along to songs from Marshmello. Which, by the way, come from his new album ‘Joytime III’ – the game actually got the tracks a day before the album was made available.

“Collect new characters to help you play through all of the songs! Build a strong team and crush those music tiles! Open your chest to discover and unlock new powerful characters! Will you get the legendary Marshmello?” as the blurb puts it. In-app purchases of the game’s virtual ‘gems’ currency will provide the monetisation.

It’s part of a wider digital push for the ‘Joytime III’ album, which includes one of YouTube’s ‘Spotlight Stories’ – a 26-minute mini-documentary telling “the story of how Marshmello built a global brand that is rooted in all aspects of today’s culture and transcends music”. Which must be nice.

Stuart Dredge

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