2023-08-10 08:00:39
One of the sectors that has been most positively affected by the recent pandemic is that of video games, especially those online or in the cloud and not only because they have represented the pastime of millions of isolated players, but also because, for some time, gaming has become one of the few places to meet and feel part of a group.
So here it is no longer just the “nerds” who play, but players with aaverage age of 35 years and with an ever increasing percentage of donne.
The perfect field, one might say, to attract what used to be a very distant sector and which embodied even more distant principles: that of fashion.
Let’s talk regarding Fashion Gaming, where the characters of some of the most famous video games not only wear Valentino or Gucci, but become protagonists of new virtual worlds. The proprietary game is a case of this Louis The Game created by Louis Vuitton.
Gaming: ever-growing popularity and profitability
With a prediction Of gross of $200,000 by 2023following a slight drop in popularity between 2021 and 2022 due more to delays in the release of news or consoles by the big names, and a 3 billion people of gamers in the world, the video game market today is among the most stable segments in the world.
Not only the most stable, but also the most inclusive with an audience made up of both real players and spectators who watch the strongest players play on streaming platforms such as Twitch or Youtube.
The country with the highest market share in the segment is China, which alone generates 45.5 billion, followed by the United States with 45 billion.
Italy generates “only” 2 billion, but up 2.9% on the previous year. Surely the Asian continent alone represents more than half of the global marketbut experts also note South America and North Africa among the so-called emerging gaming markets.
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Each growing market brings with it the formation of an increasingly demanding public in terms of novelty and gaming possibilities. A mechanism that tests the big names and their ability to compete on new consoles, new games and gaming methods.
But it’s not all rosy, in fact 2022 closes in the negative, with a decrease of regarding 5%, with collections stopped at 184 billion.
Despite the slowdown in the last two years, the video game sector is a sector in constant growth with an increasing number of the world’s population approaching gaming, also thanks to the recent model freemiumcheaper and more democratic.
This is why, therefore, the world of gaming is no longer just a gaming platform, but becomes a communication and presentation medium for the most historic brands in all respects.
Fashion and Gaming, a bond destined to last
One of the first cases of use of the video game as a means to communicate or to create an event was that of Travis Scott e Fortnite, in which, on a given date, players were able to attend a real “live” concert and unlock accessories and clothing items, thanks to codes and NFTs, to use both for the characters of the famous video game and to purchase physically in the stores. We are talking regarding almost 28 million users, not just historical players, but a new audience for Fortnite.
Then there were the cases of designer uniforms Moschino in eSports and in pitchside billboards.
The recent cases are of a completely different nature: let’s talk regarding brand who have modified logos and stylistic lines for create video game capsule collections. Here the “old” nerds behind the console have turned into real influencers.
Among these emerges the case of Polo Ralph Lauren. The famous and immediately recognizable trademark of the polo player on horseback has been transformed into a pot in the shape of Long per the game Fortnite.
The collaboration has given life to a real collection of the brand which has been available on the online shop since early November. Attention to detail made by Ralph Lauren for the Fortnite characters used in epic battles and clashes.
In addition to the capsule collection released at various times, the partnership has resulted in a digital stadium in which opponents can play their battles and in real life unlock particular garments and accessories thanks to digital achievements.
Minecraft, on the other hand, focuses everything on Burberry to create a clothing line for explorers. The famous plaid texture of her is the host. The capsule will be available online to dress the video game characters, but will also be available for offline players to purchase as limited edition items.
Burberry is not new to the launch of digital fashion collections, last year at the launch of Shark-B he created a line of clothes and digital accessories and connected with NFT to ensure ownership.
Guccifinally, it has made its logo, the two Gs, into a video game payoff: Gucci Good Game and designed a capsule collection made up of iridescent clothes and accessories.
A collaboration with Roblox and a campaign by King Kong Magazine to create a neon virtual world that the player can fully immerse themselves in. Obviously the collection is available online and in some selected stores.
Fashion-themed gaming, the Oetker case
Then there are the cases in which fashion does not collaborate with big names in videogaming, but creates its own.
Il video gametherefore, appears to be the new location for brands to set up fashion shows or to set up photo shoots, thus getting closer and closer to a heterogeneous public and detaching from the stereotype of physical catwalks.
All over the world, gamers and video game enthusiasts are showing up attentive consumers of fashion and beauty. This represents a new and future audience.
Vogue and Louis Vuitton are among the first brands to go beyond the partnership with famous video games, to create real proprietary online games, in which you can be a stylist or take control of great models to overcome different adventures.
The latest arrival is Oetker which makes the metaverse and Drest its trump card. Oetker, in addition to focusing on the metaverse is the first hotel brand to digitize its sales and presentation strategy.
The player will participate in exclusive contests as a stylist and will have to choose the hotels of the German group as the location for the best shots in the books or to organize real fashion shows.
The hotel chain will therefore be able to show future guests its hotels up close, like leafing through a beautiful immersive catalogue.
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