Kim Kardashian's unexpected success in the mobile gaming industry with "Kim Kardashian: Hollywood" has exemplified a shift in entertainment, where celebrities leverage their star power through mobile apps to connect directly with fans. This trend, driven by Glu Mobile under CEO Niccolo de Masi, capitalizes on "living intellectual property" rather than static IP, resulting in significant revenue and a strong foothold in the industry. Glu Mobile's strategy involves partnering with high-profile celebrities like Taylor Swift and Gordon Ramsay to create personalized, gamified experiences that blend entertainment with social media influence, thereby challenging traditional Hollywood models. As technology companies like Apple and Amazon build ecosystems to support such ventures, the power dynamics in entertainment are shifting towards Silicon Valley, allowing celebrities to become independent content creators and distributors. This new model not only enhances celebrity reach but also provides a lucrative avenue for revenue generation, marking a transformation in how entertainment content is produced and consumed.