World-famous fashion designers, including Gucci, Prada, Louis Vuitton, and Moschino, have all entered the world of virtual fashion through hugely popular game franchises, from The Sims and League of Legends to Roblox and other Metaverse gaming platforms.
Gaming has a worldwide audience of over 3.2B people, ranging from casual mobile gamers to die-hard PC and console players. Although gamers span all ages, most younger audiences use gaming as their primary source of entertainment and socialization, often forgoing more traditional media like CTV and OOH.
Reports also found that more fashion fans were getting into gaming, and in a big way. Anzu’s research into US gamers found that 76% follow fashion brands and influencers, with 66% treating themselves to luxury branded products. Of all the US gamers surveyed, many proved to be luxury consumers, with 47% claiming to purchase Gucci, 43% Dior, and 29% Chanel.
Louis Vuitton advertised its products through exclusive content with League of Legends, a popular MOBA with over 117M monthly active players and the 4th most popular PC game of 2022—source: The Washington Post.
A recent success story comes from Levi's, the internationally-renowned denim clothing brand. Using Anzu's in-game ad solution across a multitude of exciting games from its inventory, the company was able to promote its 501 jeans brand range across both premium mobile and PC titles, including massively popular games such as Trackmania, Tennis Clash, and Gravity Rider Zero.
In the world of advertising, there’s no such thing as arriving ‘fashionably late’. Don’t let your marketing be left on the rack.
