Archie Comics has released a mobile game to give fans an interactive way to engage with the famous comic book characters.

The Archie: Betty or Veronica mobile application is available for free on iPhone and iPad devices. The company partnered with Gogii Games to create the app, which takes users through a virtual game in Riverdale, Archie?s hometown.

?Our goal has always been to expand and reach the widest audience possible, and digital apps play a huge part in that,? said Jon Goldwater, publisher/co-CEO of Archie Comics, New York. ?The game is available everywhere worldwide, and so mobile will continue to be an ideal way to spread our brand virally.

?The idea is to allow our fans who enjoy reading the adventures of Archie, Betty, Veronica and the rest to now take control of them as well as the town of Riverdale and customize it the way they want to,? he said. ?It's a fun way to reach beyond our core audience and take advantage of what Gogii Games has to offer, which is an interactive Archie universe.

?It made perfect sense to launch it during Comic Con International. We're really excited to get as many fans playing it as possible and what better way to expose it to the world than at the biggest pop culture event of the year.?

Saving Riverdale
In the new app, users are able to visit Riverdale and help the gang save the town.

The premise of the game is that the mayor devastated the town and ran away. It is up to the user to rebuild the city with the help of Archie, Reggie, Jughead, Betty and Veronica.

Every character has different tasks to complete and interests and hobbies to pursue. Users must help characters accomplish these tasks and build relationships.

Additionally, users can garden and decorate Riverdale for a chance to win the Best Town Competition. They can also give characters makeovers with new outfits and check out character personalities.

As the title suggests, users are also able to make Archie choose between Betty and Veronica.

Users can read bonus comic strips in-game as well.

Mobile Archie
Archie Comics has maintained a large mobile presence.

For example, last week, the company created an in-app virtual marketplace that allows users to earn points by engaging with advertising and exchange those points for comics (see story).

In 2011, the company first released an app that allowed users to read digital comics.

?Archie Comics, like any consumer brand, is focused on mobile on-the-go consumer engagement,? said Gary Schwartz, Toronto-based author of 'The Impulse Economy' and 'Fast Shopper, Slow Store.' 

The Archie brand has historically explored ad-funded entertainment services that require comic fans to watch an advertisement or interact with an advertiser before gaining access to the Archie content.

"However, many brands have identified that owned content such as gamification application drive improved consumer stickiness," Mr. Schwartz said.

Mr. Schwartz is not affiliated with Archie Comics. He commented based on his expertise on the subject.

?Where most Archie content would become lost in the app store, a successful mobile app-base game is proven to drive repeat play, leading to the impression threshold required to drive quantifiable and robust CPMs,? Mr. Schwartz said.

?The question is, can Archie develop and market a sticky game such as 'Despicable Me' has done with Minion Rush or overlaying rich entertainment brand content on to proven game formulas such as Candy Crush," he said.

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York