Time Inc. Partners with Mobile Trivia App in Effort to Attract Millennial Audiences

Time Inc. announced Wednesday a new content partnership with mobile game developer Etermax. Etermax is the creator of the game Trivia Crack and will use Time Inc.’s content in game’s forthcoming sequel. “Trivia Crack is an information-based game, and Time Inc.’s brands inform the largest publishing audience in the U.S. Our brands are synonymous with popular trivia categories like celebrities and entertainment, sports, news, and fashion,” said Steven Haft, SVP of innovation at Time Inc., in a press release. Time Inc. will help sell ads into the app, though details of the revenue share were not revealed in the press release.

It may prove a powerful alliance for Time Inc., one that introduces the publisher to a massive mobile audience. Trivia Crack has been downloaded 74 million times in the U.S. In particular, Time Inc. is excited to connect with the millennial audiences using the app, said Haft in the press release.

Partnerships like this one may prove attractive for other publishers too, many of whom have struggled to build significant revenue from mobile apps. By partnering with an app that has already proven profitable and garnered a large audience, publishers can bypass the significant investment in app development and promotion and simply connect with users that want their content most.

Time Inc. did not share any details on whether it would be able to collect data about mobile app users, or if there was any strategy in place to market other Time Inc. products to Trivia Crack players. It will be interesting to see, though, if the brand exposure will garner the publisher a new, younger audience.

The full press release is below.

New York, June 24, 2015 – Time Inc. (NYSE:TIME) announced today that it has entered into a content partnership with Etermax, a mobile game developer that is launching a sequel to Trivia Crack, a popular mobile game with 74 million downloads in the US alone. The Trivia Crack sequel will be released in the third quarter and will have additional social features, as well as improved game-play.

Trivia Crack is a multiple choice game you can play from any device (tablet, mobile phone, etc.) and with Facebook friends via a mobile app. Under the agreement with Etermax, eight Time Inc. brands – People, Time, Sports Illustrated, Fortune, Food & Wine, Travel+Leisure, People en Español and InStyle – will provide content for the games.

“Trivia Crack is an information-based game, and Time Inc.’s brands inform the largest publishing audience in the US. Our brands are synonymous with popular trivia categories like celebrities and entertainment, sports, news, and fashion. Trivia Crack will be a great platform where Time Inc. and Trivia Crack can delight millennial audiences,” said Steven Haft, Senior Vice President of Innovation for Time Inc., who is responsible for the alliance.

“Teaming up with Time Inc.’s top brands to provide content for Trivia Crack is a milestone for our company and will enable us to cater to a wider audience. We are delighted to have Time Inc. as part of the Trivia Crack sequel, which will be an even bigger success,” said Maximo Cavazanni, CEO of Etermax.

The brands of Time Inc. will provide questions and answers that will form the basis for eight categories of Trivia Crack gaming. Dedicated staff at Time Inc. will write questions that fall within each of the categories, and they will also publish user-generated questions.

Ad units that accompany the games will be sold programmatically by Etermax and Google AdMob, with Time Inc. handling direct sales.


Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.


Publish date: June 26, 2015 https://dev.adweek.com/media/time-inc-partners-mobile-trivia-app-effort-attract-millennial-audiences/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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