Game Firm Makes Play For TV Idea

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Mobile game Kwazy Cupcakes! had the characters of Fox’s comedy series “Brooklyn Nine-Nine” hooked. Thing is, it wasn’t a real game. Until now.

The fictitious app proved so popular with the show’s fans – popping up on fan blogs and forums, and even spurring rogue game developers to create their own not-so-stellar versions – that producer Universal Television decided to bring it to life.

Universal hired ad agency Red Interactive Agency in Santa Monica to create the free app, which revolves around Kwazy Koala and his journey through Cupcake Mountain. The game launched last month and is similar to hit mobile game Candy Crush.

Brian Lovell, chief executive of Red Interactive, said the game is a departure from other games and apps his firm has created, most of which are meant to promote movies or TV shows. In the case of Kwazy Cupcakes!, the app more or less stands alone: There’s no mention of “Brooklyn Nine-Nine” within the game.

“It’s really something that is kind of a brand on its own,” Lovell said. “The game could live on, on its own.”

Red Interactive worked with “Brooklyn Nine-Nine” writers to develop the game, which is discussed but not actually shown on the show. The game generates revenue through mobile ads and in-app purchases. Players can use real money to buy “coins” within the app to help them advance through different levels.

Lovell admits he’s biased, but said he thinks the game is about as addictive as the TV version.

“It’s really fun,” he said. “It did suck me in.”

– Subrina Hudson

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