Fashion in gaming is no longer limited to industry giants - brands of all sizes can seize opportunities in this digital landscape.
According to Newzoo’s Global Games Market Report, in 2023, the number of gamers worldwide hit 3.38 billion, with the industry generating as much as USD 184 billion. Chris Erb, founder and managing partner of video game marketing agency Tripleclix, states that the gaming industry now surpasses the global film and TV streaming markets and all North American sports combined, highlighting a solid case for fashion within the gaming sector.
Throughout history, individuals have used personal style to express their unique identities and beliefs. With a myriad of digital fashion choices at their disposal, players can now showcase their distinctive tastes and stand out in the digital crowd, feeling empowered and individualistic.
Consultancy Anzu reported that 76 percent of US gamers follow fashion brands and influencers, and 66 percent consume luxury branded products in some form. Gen Z, the most promising target market for fashion in gaming, can be engaged authentically by understanding and respecting their values. This knowledge is key to establishing a meaningful connection with this influential audience. Diversity, mental health, sustainability, and inclusion are all topics deemed necessary by this digitally native and socially conscious generation.
According to the Roblox 2023 Trends report, 56% of Gen Z say that dressing up their avatars is more important than their physical style, and 84% state that their fashion is inspired by how they dress in a game.
Gamers are not only interested in expressing their identity digitally, which makes them valuable virtual shoppers, but they also exhibit high levels of engagement. Users often spend hours playing video games, sometimes using multiple screens to play and watch and frequently conversing with other gamers. This activity level allows brands to place ads and launch impactful campaigns that reach their audience in new and engaging ways.
It’s no secret that fashion brands have already begun making moves in the gaming world. In 2022, ASOS released its first gaming clothing line in partnership with Fnatic, a top esports organization with a 17-year history of success across more than 28 different games. The ASOS drop included tees, jackets, and joggers explicitly designed for wear while gaming.
Fashion and gaming opportunities are much more accessible than some brands may think, as there’s space for collaboration in both the digital and physical worlds.
Collaboration with high-traffic virtual platforms such as Roblox and multiplayer games like Fortnite could help businesses reach new audiences by creating immersive experiences, allowing for the integration of products into popular digital environments.
When venturing into gaming as a company, it’s pivotal to effectively convey a brand’s essence through imagery that can be projected across various platforms to reach specific target markets. Traditional advertising no longer achieves personal engagement compared to virtual reality. By interacting with users in these dynamic environments, a brand is not just keeping up with trends- but leading them, attracting a tech-savvy consumer that values innovative experiences, such as Gen Z.
Offering branded virtual clothing within games could significantly boost user engagement, as fashion in gaming serves as a legitimate form of self-expression. When players wear these items, they become walking billboards for the game's brand. To capitalize on this, brands should consider wearables - or ‘skins’ as they are called in gaming - that align with the game's themes and player styles, providing diverse and creative wardrobe options for avatars across multiple platforms. This strategy creates opportunities for in-game revenue and encourages players to explore physical brands.
Virtual influencers, often with higher engagement rates than real ones, can effectively market to tech-savvy audiences. Fictional 3D personalities, such as Lil Miquela and Noonouri, have successfully partnered with major brands, highlighting the importance of gaming ambassadors.
The merging of fashion and gaming presents massive possibilities for brands, big or small, to connect with large and active audiences. With the gaming industry proliferating and many players, particularly from Gen Z, valuing virtual self-expression, fashion brands can partner with popular gaming platforms, creating in-game fashion items and leveraging virtual influencers. Brands can stay ahead of the curve and have the chance to build a strong awareness with gamers who enjoy unique and modern experiences. Individuals and businesses that embrace and utilize these emerging prospects could benefit as the barriers between the real and digital worlds continue to blur.
According to Newzoo’s Global Games Market Report, in 2023, the number of gamers worldwide hit 3.38 billion, with the industry generating as much as USD 184 billion. Chris Erb, founder and managing partner of video game marketing agency Tripleclix, states that the gaming industry now surpasses the global film and TV streaming markets and all North American sports combined, highlighting a solid case for fashion within the gaming sector.
Throughout history, individuals have used personal style to express their unique identities and beliefs. With a myriad of digital fashion choices at their disposal, players can now showcase their distinctive tastes and stand out in the digital crowd, feeling empowered and individualistic.
Consultancy Anzu reported that 76 percent of US gamers follow fashion brands and influencers, and 66 percent consume luxury branded products in some form. Gen Z, the most promising target market for fashion in gaming, can be engaged authentically by understanding and respecting their values. This knowledge is key to establishing a meaningful connection with this influential audience. Diversity, mental health, sustainability, and inclusion are all topics deemed necessary by this digitally native and socially conscious generation.
According to the Roblox 2023 Trends report, 56% of Gen Z say that dressing up their avatars is more important than their physical style, and 84% state that their fashion is inspired by how they dress in a game.
Gamers are not only interested in expressing their identity digitally, which makes them valuable virtual shoppers, but they also exhibit high levels of engagement. Users often spend hours playing video games, sometimes using multiple screens to play and watch and frequently conversing with other gamers. This activity level allows brands to place ads and launch impactful campaigns that reach their audience in new and engaging ways.
It’s no secret that fashion brands have already begun making moves in the gaming world. In 2022, ASOS released its first gaming clothing line in partnership with Fnatic, a top esports organization with a 17-year history of success across more than 28 different games. The ASOS drop included tees, jackets, and joggers explicitly designed for wear while gaming.
Fashion and gaming opportunities are much more accessible than some brands may think, as there’s space for collaboration in both the digital and physical worlds.
Collaboration with high-traffic virtual platforms such as Roblox and multiplayer games like Fortnite could help businesses reach new audiences by creating immersive experiences, allowing for the integration of products into popular digital environments.
When venturing into gaming as a company, it’s pivotal to effectively convey a brand’s essence through imagery that can be projected across various platforms to reach specific target markets. Traditional advertising no longer achieves personal engagement compared to virtual reality. By interacting with users in these dynamic environments, a brand is not just keeping up with trends- but leading them, attracting a tech-savvy consumer that values innovative experiences, such as Gen Z.
Offering branded virtual clothing within games could significantly boost user engagement, as fashion in gaming serves as a legitimate form of self-expression. When players wear these items, they become walking billboards for the game's brand. To capitalize on this, brands should consider wearables - or ‘skins’ as they are called in gaming - that align with the game's themes and player styles, providing diverse and creative wardrobe options for avatars across multiple platforms. This strategy creates opportunities for in-game revenue and encourages players to explore physical brands.
Virtual influencers, often with higher engagement rates than real ones, can effectively market to tech-savvy audiences. Fictional 3D personalities, such as Lil Miquela and Noonouri, have successfully partnered with major brands, highlighting the importance of gaming ambassadors.
The merging of fashion and gaming presents massive possibilities for brands, big or small, to connect with large and active audiences. With the gaming industry proliferating and many players, particularly from Gen Z, valuing virtual self-expression, fashion brands can partner with popular gaming platforms, creating in-game fashion items and leveraging virtual influencers. Brands can stay ahead of the curve and have the chance to build a strong awareness with gamers who enjoy unique and modern experiences. Individuals and businesses that embrace and utilize these emerging prospects could benefit as the barriers between the real and digital worlds continue to blur.