In recent years, manufacturers of luxury goods have begun to pay more attention to the audience of gamers – Louis Vuitton designers created skins for the League of Legends, and the Lamborghini concept car was introduced in Gran Turismo Sport. The reasons and results of such cooperation between premium brands and video game developers will be discussed in the article.
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The pursuit of the millennials
Premium brands see modern gamers as their main consumers in the future. By opinion analysts at Jefferies investment firm, which is why companies are striving to captivate the younger generation with their products as early as possible. They made such conclusions on the basis of the demography and solvency of this category, as well as the experience of China, where collaborations between the gaming industry and manufacturers of luxury goods have become a frequent occurrence.
Stephen Extract, brand director of Global Licensing Group, a licensing company for products and brands, also considersthat video games and their online varieties are a great way for manufacturers to reach youth audiences. In his opinion, the gaming industry has several features that may interest premium brands.
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The first episode of Find Your “Game Face”
This was not the end of the brand’s participation in e-sports. In January 2023, cosmetics manufacturer Benefit Cosmetics, a subsidiary of Louis Vuitton Moët Hennessy, announced cooperation with the Gen.G club. Representatives of the companies shot four videos under the general name Find Your “Game Face”. In them, they discussed the online life of women in the gaming and beauty community.
Interest in eSports has been demonstrated by other fashion houses. In May 2019, Armani Exchange became the sponsor of the Italian team Mkers, and in January 2023, Gucci invited Fnatic at Milan Fashion Week. The composition of the League of Legends club is located in the front row – on the ground for stars of the first magnitude next to Jared Leto, Andrew Garfield and Salma Hayek. The athletes were also dressed in costumes of the fashion house in which they posed for journalists.
$ 157 T-shirt and gaming makeup – video games as part of the brand
Collaboration opportunities between premium brands and the gaming industry are not limited to eSports support. For example, companies can produce their own products in the theme of partners, most often clothes and accessories. Branded merchandise for video game franchise licenses has never been rare. But before, such products were mainly created by order of publishers as promotional material. She did not belong to high fashion and spread in the middle price category.
By opinion analysts, the release of luxury goods in the theme of video games is also associated with the weakening of stereotypes about gamers. The mythical image of awkward and asocial adolescents has long been dispelled due to several generations that have changed and the prevalence of video games. Games have long entered the lives of many people of all ages, and themed merchandise has become part of the style and lifestyle. Therefore, the production of similar goods in the luxury category was only a matter of time.
1/4 Louis Vuitton X League of Legends Collection | Source: louisvuitton.com/
Thus, the partnership of Louis Vuitton and Riot Games led to the release of clothing lineinspired by League of Legends characters. In 2015, the Italian brand Moschino released a collection of clothes and accessories in honor of the 30th anniversary of Mario – the character of the Nintendo franchise of the same name, and in 2019 the company announced on collaboration with Electronic Arts and The Sims series.
Among cosmetic brands, MAC has stood out for its attention to video games. In March 2019, the company released lipstick and eye shadow based on the popular in China mobile MOBA Honor of Kings.
Promotional material for the joint action of MAC and Honor of Kings | Source: scmp.com
In addition to printing prints on clothing or naming products, there are other ways of cooperation between brands and the gaming industry. For example, Square Enix has several times turned the characters in the Final Fantasy series into models that advertise clothing.
In 2012, the glossy magazine Arena Homme + released a large materialdedicated to the spring collection of Prada. The models for the demonstration were the characters of Final Fantasy XIII-2. In 2016, Lightning from the same game introduced the latest Louis Vuitton fashion house.
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