Experience Country Music Stardom with Platinum Life: Country

Country Music Television and social game developer Heatwave Interactive have joined forces to release a role playing game targeted at country music fans. This effort will introduce loyal CMT fans to a whole new way of connecting with country music and create additional revenue streams as well.

Country Music Television and social game developer Heatwave Interactive have joined forces to release a role playing game targeted at country music fans. This effort will introduce loyal CMT fans to a whole new way of connecting with country music and create additional revenue streams as well. More after the jump.

CMT’s approach is quite innovative as they are looking to appeal to their users with a ‘country music as a lifestyle’ approach. This is where social gaming comes in. Social gaming in general is played in brevity and can be quite engaging especially if your friends are playing. Leveraging Heatwave’s viral and captivating platform will allow CMT to give fans a new way to interact with each other. If CMT fans are already listening to music on their devices and connecting with fans through fan pages and forums, a social game seems like the right way to give them something unique to engage with – something that taps into their aspirations.

“We’ve always intended to expand the Platinum Life brand and knew the country music community lacked an online game suited for their way of life,” said Mykel Mitchell, studio executive at Heatwave Interactive. “CMT’s dedication to the country music audience pairs well with our ability to develop engaging online entertainment experiences. It’s an ideal partnership to develop a social game built for country music fans.”

The game is essentially an aspirational game but may manifest itself into other things. Players try to become country music stars – a desire for a large portion of the audience that stems from dreams of moving to Nashville and being on CMT. Platinum Life: Web Edition, Heatwave’s first game, is similar to what we can expect with Platinum Life: Country. In the original Platinum Life, players begin by leveling up and customizing their characters as they progress through tasks in a style similar to that found in a standard social RPG. Platinum Life: Country utilizes this social RPG platform and is customized to work with CMT’s content.

CMT has already done a fantastic job of expanding the audience that they started out with and staying connected to them. The partnership sprouted when Heatwave was looking around for a partner to extend their platform and conversations with CMT began as a result of mutual social connections. Talks began of a partnership and it seemed like it would be a good fit so things took off. CMT is always talking about leveraging cross platform promotion. With the strongest presence on TV, Web, Syndicated Radio shows, and mobile platforms, social games seemed like a natural extension.

According to Jay Frank, the country music community will want to be involved in selling branded virtual goods. Take country into gaming is the key thing. CMT is looking to do some game changing stuff – there’s no game yet that’s created a 360 degree.

In the media space – everyone should do what’s relevant to their brand, and we’re glad to see CMT take an active approach in extending their brand in competitive spaces. It’s common to hear about companies like EA bringing proven franchises on to Facebook like Madden with plans to also bring PGA Golf Tour – not to mention they have ample resources and insights from Playfish to make successful titles.