Believe the hype / As the global gaming market is set to exceed $180bn in revenue by 2021, reported by MediaKix, brands are tapping into the category’s potential. Reflecting on the recent increase in gaming activity in light of the pandemic, Nnamdi David, head of media strategy at Mediahub, noted that gaming has emerged from the “dingy basement of online advertising” into a mainstream focus for brands.
Since 63% of gamers are women and of that demographic 60% play daily, avatar ‘skins’ are a fit choice for brands like Amaro looking to connect to a female audience. We’ve seen brands in the past leverage the collectible appeal of skins and other virtual items to engage with consumers. Samsung utilised the hype of Fortnite and boosted sales of a new product 243% by creating The Galaxy Skin, which was only available to people who bought Samsung’s new device. And thanks to a capsule collection by Moschino, lovers of The Sims can buy fashion items inspired by the game’s avatars.
Initiatives like Amaro’s aren’t new, but releasing Cross Collection during a surge in gaming activity in light of the pandemic does give the campaign an increased chance of engagement with the brand from its desired audience.
Personal touch / Animal Crossing has become a platform for people to interact with fashion during lockdown and Amaro is leaning into this to forge a creative dialogue with fashion-lovers. The brand is tapping into a space were gamers are already flexing their design ideas – and, with an existing virtual influencer, Amaro is perfectly placed to step into simulated worlds such as Animal Crossing. The Switch simulation game also feels like an appropriate platform for Amaro to exploit given the brand’s particular focus on technology. The untapped consumer base provides an opportunity for Amaro to create new connections with a personal touch, by encouraging people to engage and design with the brand.
We’ve seen other brands reach out to consumers for collaborative inspiration. Fashion brand Nyden used influential Instagram personalities to crowdsource design ideas in 2018. And in 2017 online furniture retailer Made.com developed a platform for people to submit their own style ideas, which were then judged and selected for production.
