You are viewing your 1 free article this month. Login to read more articles.
Random House Children’s Books has created its first app for Malorie Blackman’s new title, Boys Don’t Cry.
The app, My CriBaby, is a game rather than a book with just the first chapter of the book included as part of it. Gavin Hilzbrich, digital marketing manager for RHCB, said the 59p app represented a substantial investment for the company, which views it as a marketing tool rather than a revenue generator.
Boys Don’t Cry is about teenage fatherhood and the app challenges the user to look after a baby, including feeding and burping it, playing, rocking and whispering to it. The game gets progressively harder and at the end of three (virtual) years the player is given a score.
RHCB does not have projected sales for the app but AdMob estimates that 46% of the 1.5 million iPod Touch users in the UK are between 13 and 17 years old. Income from sales will be reinvested in the app to support the paperback launch of the book next year, said Hilzbrich.
The app was created by digital production company Somethin’ Else for the iPhone and iPod Touch and will be available later this month. Users can download the game free for 24 hours while the 59p version will offer virtual parenthood for up to three “virtual” years (12 weeks). Both versions will include the book’s first chapter and a link to Blackman’s relaunched website.
RHCB m.d. Philippa Dickinson said: “We are exploring and experimenting to see what works for us and what genuinely connects with authors’ audiences. This is all about connecting with readers.”