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WWE muscles into mainstream mobile gaming with puzzle app

World Wrestling Entertainment is expanding its brand empire into mobile gaming with an application that is currently being tested in limited markets, an attempt to corner a wide range of media platforms. 

The WWE Champions app is available in test markets on mobile and lends its popular on-screen characters to a puzzle format, which is growing in popularity with consumers. The new game is the entertainment brand?s latest foray into another media format, drumming up more enthusiasm for the sport itself, as well as televised events. 

?Engaging WWE?s passionate fan base is critical for us, and creating new mobile games is one of the ways we do that,? said Casey Collins, executive vice president of consumer products at WWE. 

Championing mobile gaming 

As puzzle-based mobile games grow in mainstream popularity with consumers, the WWE is hoping to attract a broader audience to its global brand. While the sport itself is highly niche, its growing media properties are working to attract more mainstream consumers and fans. 

Characters in the game will be from a wide range of WWE eras, featuring big names such as John Cena, The Rock, Brock Lesnar and Andre the Giant. Users will be able to play against and with friends or other players worldwide. 

Game characters' skills will improve as the player progresses. The game will mirror events happening in real life and update as new characters come into the ring in real life, in a bid to drum up more awareness for the sport. 

Mobile and entertainment 
Musical artist Taylor Swift also brought her worldwide popularity to mobile by signing a deal with the publisher behind Kim Kardashian?s smash-hit smartphone-enabled game, suggesting that celebrity-fronted mobile entertainment will be a big trend this year (see more). 

Walt Disney World also introduced a number of new characters to its photo-generator app following a successful earlier launch with more than 21 million images created, in a move to increase engagement and further encourage fans to have fun with the brand (see more). 

?Our mobile games also help us bring in new fans, and we couldn?t be more excited to partner with Scopely, true experts in creating authentic branded mobile game experiences," Mr. Collins said.