The latest YouTube star to attach his personal brand to a mobile video game is Roman Atwood. Atwood, a prankster whose antics have allowed him to gather close to ten million subscribers on his primary YouTube channel, teamed up with developer Super Lame Games to release an app called Smile Inc. on October 21st. Two days later, according to Atwood, the game passed the two million download mark.
Smile Inc., like several other games released by YouTube stars, falls within the endless runner genre. Its name references Atwood’s Smile More brand, and its setting is the Smile More office, where players must dodge all manner of hazards and survive for as long as they can. The game is free to download and play, with in-app micro-transactions giving players the opportunity to purchase additional characters and weapons.
Immediately after Smile Inc.’s launch, Atwood’s fans flocked to it en masse. The game surpassed the one million download mark in its first day on the market, and it doubled that total over the following 24 hours. It also reached the top of the Free Apps chart on the Google Play store. Atwood expressed his gratitude on Twitter:
NO WAY!! Seriously, I don’t no what to say… you have left me speechless! 🙏 2 million downloads in 48 hours!!! WHAAAAT! RT for follow! pic.twitter.com/F87KccZB1q
— Roman Atwood (@RomanAtwood) October 24, 2016