Fashion brands

High fashion brands from Gucci to LV are launching their own games. See why

The introduction of playable NFTs caused a stir. Over the past year, he’s empowered players to create new kinds of value for themselves with every win. A non-fungible token or NFT is essentially a fancy term for a digital-only asset purchased using a cryptocurrency. It is an abstract and somewhat murky idea that has already shaken the art world.


There are two things NFTs now do in the gaming world: they change the sources of income, putting more power in the hands of the player; and they change the advertising models. Here’s why: Unlike virtual tools, bonus points, or even in-game currency in most games, NFTs (at least for now) are standalone digital assets. They don’t lose value outside of a game. In a game, they can be sold to other players. Apart from this, they can be exchanged for cryptocurrency on an NFT exchange.

Already, brands are settling in this space. Some build on existing platforms, such as the fantasy football game Sorare, where players can buy, sell, trade and manage virtual football teams using cards issued by real clubs and leagues, the latest addition being the Spanish La Liga. Each card in Sorare is an exchangeable NFT.


Some brands create their own games. In 2020, Warner Bros. and DC Comics collaborated with the Roblox gaming platform to create a Wonder Woman game in which Robux, the platform’s digital currency, could be used to purchase, among other things, Wonder Woman accessories for avatars.

High fashion brands from Balenciaga to Gucci and Louis Vuitton are planning games as extensions of their marketing and brand building campaigns.

Louis Vuitton released a first version in August. Called Louis the Game, it follows a protagonist named Vivienne through six different worlds, on a quest to collect 200 candles to mark the 200th birthday of founding fashion designer Louis Vuitton. Along the way, she receives postcards containing anecdotes about the history of the brand.

As Vivienne progresses through the game, the player also “earns” collectibles in the form of NFTs. Of the game’s 30 “collectible” NFTs, 10 were designed by digital artist Beeple (who had an NFT auctioned for $ 69.3 million at Christies last year). These NFTs, however, are only collectibles. The game is free and none of the assets are for sale. Again.


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