Why Katie Holmes, SJP, Kylie Jenner and other glitzy names are in so many cringe low-budget online ads
New York Post
While the mobile game ads in particular may seem insignificant, strategist Mark Borkowski told The Post contracts for them are very sophisticated, with the more a celeb drives business for the brand, the more they get paid.
“The deals are based on traction — how many people buy into [the game] off of [the celeb’s] recommendation. They’ll get a sizeable upfront payment and then [other kickbacks depending on downloads or subscribers gained]. The metrics are very sophisticated,” Borkowski told The Post.