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Kim Kardashian and Katy Perry Are 'Living and Breathing Intellectual Property,' Glu Says

"We’re looking to turn these games into permanent services -- call it late-night TV."

Peter Prato for Re/code

Licensed video games used to be smaller: You’d see that new James Bond movie, then you could re-live the same story by pretending to be Bond in a game.

In an interview with Kara Swisher on the latest episode of “Re/code Decode,” Glu Mobile CEO Niccolo de Masi said that’s all changing. Games like Glu’s megahit Kim Kardashian: Hollywood and the recently released Katy Perry Pop are made to mirror real life rather than a fictional story, and will be constantly refreshed and extended indefinitely.

“We’re looking to turn these games into permanent services — call it late-night TV,” de Masi said. “It’s the Kim TV show, but instead of just Sunday for 30 minutes or an hour, you have to tune in or you miss it, effectively these games are giving you access to Kim’s world whenever you want.”

Peter Prato for Re/code

De Masi wants to shift consumers’ mindsets so that gaming, across all the different screens in their lives, will be a constant part of their relationship with celebrities.

“The personalization of media is an enduring trend,” he said. “It’s living and breathing intellectual property.”

Later in the show, on “Too Embarrassed to Ask,” The Verge’s Lauren Goode joined Kara to run down the top gadgets of 2015. You can tweet your tech-related questions with the hashtag #TETA at @KaraSwisher, @LaurenGoode or @Recode.

Listen to or download the episode in the player above, or click here to subscribe to “Re/code Decode” on iTunes. Peter Kafka will be back in this space on Thursday to talk to Heleo CEO Rufus Griscom, and Kara will be back on Monday to recap the top tech news of 2015.

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This article originally appeared on Recode.net.