"With Sia, it felt right to keep things free around the holidays, so basically it went super viral overnight and everyone was working on clips with it," said Clip It developer Yevheniy "Genya" Shestopalko. "This has sparked a huge takeover of our feed, with more players discovering the content, getting excited, and making new clips."
Sia's Clip It integration, which launched on December 12 and runs through the end of 2024, gives users access to a free selection of holiday-themed songs, as well as a variety of settings, animations and virtual items based on Sia's wardrobe and music videos.
The average amount of time spent inside Clip It per user session reached a peak of 15.1 minutes during the weekend after Sia's Dec. 12 launch - the game's highest figure since summer 2024.
Sia's presence inside Clip It was additive; on top of convincing users to open the experience, it actually convinced them to spend more time inside of it.
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