page_title: Game of War: Fire Age
section_title: Business and marketing
hierarchical_section_title: Game of War: Fire Age / Business and marketing
caption_attribution_description: English: Kate Upton at G-Star 2014
context_page_description: Game of War: Fire Age is a 2013 freemium mobile massively multiplayer online strategy video game developed and published by Machine Zone. The game had a high-profile advertising campaign and was one of the top-grossing apps in 2014 and 2015.
context_section_description: Machine Zone, the game's developer, was described by its CEO as "probably the world's largest direct response marketer and largest single product marketer on mobile," with 200 employees in marketing, out of about 550 employees worldwide as of October  2015.
  Approximately $40 million was spent on marketing Game of War: Fire Age in 2014. Along with advertisements in digital and social media, highly produced television commercials featuring model Kate Upton were created. The ads highlighted Upton's sex appeal as she leads battles in fantasy settings loosely comparable to those in Game of Thrones. The spots were introduced in the United States during an NFL Thursday Night Football game and have since been prominent during Super Bowl XLIX and other sporting events. Upton was replaced in 2015 by singer Mariah Carey as the face of the game's advertising campaign, and the first commercial with Carey was revealed on September 14, 2015.
caption: Kate Upton in 2014, promoting the game dressed as Athena.
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