Today EA's Bill Mooney shared his insights of finding success with someone else's IP, using the hit mobile title The Simpsons: Tapped Out as an example.
Mooney then commented on the latest hot trend in licensing for mobile games, celebrities like Kim Kardashian and Katy Perry.
"It's not worth paying for Paris Hilton. She had those match threes what, seven years ago?" he said.
"A single celebrity brand - you can do it but it's very dependent on that celebrity having staying power, dependent on that celebrity having a nuanced and interesting world to participate in over the course of year two... I will be interested to see how long the celebrity brands last."