Glu Games really hit a goldmine when it decided to go after a “little-known" celebrity, Kim Kardashian. So successful was the game, Kim Kardashian: Hollywood (Free), that Glu has expanded its celebrity net to catch other celebrities, big and small. By also signing Kendall and Kylie Jenner, Katy Perry, and Britney Spears, Glu has managed to create a player base that includes gamers young and old.

Earlier today, Glu, gloating about its prospects, translated its celebrity games’ success into a number: half a billion dollars over the next five years (and that’s excluding any future celebrity deals). Glu’s CEO, Niccolo De Masi, also revealed that the company doesn’t plan on simply continuing to develop 2D RPG games; instead, it plans to “expand that engine and that type of genre and expand the celebrities across multiple engines and multiple genres." As Glu is also interested in investing in virtual reality devices and wearables, such as the Apple Watch, I can only imagine the (nightmarish?) possibilities. It’s important to note that placing the future of your company on the shoulders of celebrities is like trying to play roulette on a cruise ship casino in the middle of a storm; you might drop the ball and lose everything. So, Glu’s bet is an interesting one, and it’ll be fascinating to track whether this half-a-billion number changes as the celebrity stock market fluctuates in the years to come.