With the global video game market expected to reach $665.7 billion by 2030, gaming destinations are becoming critical spaces for brands to win over Gen Z and Gen Alpha.
This year, in particular, in-game fashion and apparel integrations and gamified virtual experiences arrived in abundance. Metaverse data platform Geeiq recorded over 67 activations launched in 2023, with 21 unveiled in Q4 alone.
But which projects are attracting the most interest among digital natives? Jing Daily rounds up this year’s most popular activations and examines what brands can learn from their strategies.
Coinciding with Sabato De Sarno’s debut collection in September, Gucci launched a number of Gucci Ancora activations across Roblox, Zepeto, and Tencent-owned platform QQ to celebrate the maison’s new creative direction. Users could watch a virtual version of the show, replicating its original outdoor location in Milan’s Brera district, from the comfort of a digital theater. According to Geeiq, the experience accumulated 552,000 visits, with a 93 percent approval rate from users.
To conclude its year-long 90th-anniversary celebrations, Lacoste launched a virtual activation in The Sandbox. From November 23 to December 7, netizens could explore the gamified destination of “Crocodile King Island” and participate in tasks across Lacoste-themed versions of major cities, such as Paris, Tokyo, and Sao Paulo, to unlock sports-themed goodies. In 2022, The Sandbox recorded over 1 million unique users.
Boss’ fragrance division made its debut in Fortnite, a platform that reaches 25 million daily players, in November with its “Be Your Own Boss” experience — a gamified universe where users are encouraged to race to the top of a virtual skyscraper to unlock perks. The multiplayer activity also invited users to interact with one another while discovering the brand’s collection of fragrances.
In July, Tommy Hilfiger launched its “Tommy Parallel Sail Club” experience in Spatial, a project where visitors can purchase physical and digital wearables and play to win prizes. The label is expanding its gaming presence after making waves across Roblox with its “Tommy Play” activation, which accumulated over 48 million visits and achieved an 81 percent approval rate since its launch in June 2022, according to Geeiq.
Athleisure brand and yoga apparel favorite Lululemon jumped on the virtual retail wave in August to celebrate the release of its Chargefeel 2 running shoe. The Canadian brand teamed up with digital store platform Emperia on the virtual shopping experience, complete with virtual try-ons (VTO) and interactive workouts, along with new product lines. According to Emperia, the platform has driven increased conversion rates for its brand partners, averaging 73 percent higher than regular e-commerce websites, with an average return on investment (ROI) of 750 percent.
In celebration of its 40th anniversary, J.Crew launched its own virtual store experience in collaboration with experiential e-commerce company Obsess in June. Designed to replicate a beach house, shoppers could browse J.Crew’s clothing, shoes, and accessories, flick through catalogs, and participate in pop quizzes and scavenger hunts. According to Obsess, partner brands have experienced up to 109 percent more average time spent on virtual stores, 75 percent higher conversion rates, and a tenfold increase in average order value compared to their traditional e-commerce sites.
Merging gaming and sneakerhead culture in a first-of-its-kind experience, Nike’s Dot Swoosh launched its “Airphoria” activation in Fornite in June. The Air Max-themed universe was a digital ecosystem where players could purchase Air Max-inspired items and participate in a sneaker hunt to recover lost Air Max Grails. Nike has already established a strong presence on other gaming platforms, such as Zepeto, where its “Nike Land” space has garnered over 1.43 million visits, according to Geeiq.
Paving the way for beauty brands, cosmetics label e.l.f. launched its “e.l.f. up!” activation in Roblox, designed to empower Gen Z and teach them entrepreneurship skills. In the game, players can build their own dream startups, brush up on their financial literacy, and enhance their customer service knowledge, preparing them for real-life careers. The experience has amassed 3.41 million visits with a 96 percent approval rate since its November launch, as recorded by Geeiq.
In September, e-commerce behemoth Amazon joined the gaming hype by partnering with Roblox for the “Amazon Holiday Dash” experience, which runs until January 2, 2024. Players are invited to compete in racing-style mini-games, dress up avatars, and explore different themed environments within each mini-universe. According to Geeiq, the experience has been one of the most successful branded in-game retail activations of 2023, attracting 6.36 million visits with an approval rate of 94 percent.
In a bid to win over Asia’s booming population of gamers, DKNY brought its Fall 2023 collection to South Korean gaming channel Zepeto in partnership with 3D design studio Vrtl Wrld. Visitors could browse a collection of digital twin garments for their avatars to wear and socialize with other players. Zepeto currently has 15 million monthly active users, making the gaming hub a promising entry point for brands looking to pivot to the East.
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