GAME CHANGER Brands and Gaming

Gamefluencer, a recent phenomenon reshaping the brand's marketing strategy for many sectors as it becoming the ‘GAME CHANGER’ This report is about Brands and Gaming: The Unlikely Partnership Set To Explode In 2020 2 Gaming The Next Frontier For Brand Activations After the halt of new game licenses that paused the Luxury and lifestyle brands and the video games industry in late 2018, new licenses finally resumed in industry are set to become increasingly 2019, although at a slower pace than before. This intertwined as high-end brands find new ways to slowdown in the industry allowed the Chinese market, “engage and excite millennials”. previously the largest and fastest growing in the world, to slip back into slot #2 going into 2020. PP / / 2 2 Capitalize On The Increasingly Lucrative Market According to a new report from investment banking giant Jefferies, luxury brands are set to drive this unlikely partnership forward over the coming years as they seek to capitalize on the increasingly lucrative market. China is the number one games market in the world accounting for 25 percent of the market, and Jefferies expects the Chinese cluster to account for 80 percent growth in the luxury industry in 2020. P / 3 Women Lead The Way Over a third of China’s population play some sort of video game 630 million people with women representing over 58 percent of those players, this figure is expected to grow by another 55 million in two years. P / 4 The Next Generation of Luxury Consumers With current market revenues at approximately $21.4 billion, China surpasses all other countries when it comes to mobile games. It argues that the current gaming demographic represent the next generation of luxury consumers, with 46 percent of the world’s active gamers already spending money in-game. P / 5 Keep Customers in Their Branded Worlds More and more brands has started to implement gaming an explicit part of their annual plans targeting the Chinese market, since China have the largest gaming market. The brands will be mainly focus on millennials and Gen Z. P / 6 How Burberry Won Over Chinese With ‘Ratberry’ Ratberry is the central character in a world inspired by the limited- edition Thomas Burberry Monogram motif in honor of the Year of the Rat. Burberry has seen a growing appetite for gaming among younger consumers, particularly in China. As interactive digital content is increasingly becoming source of inspiration, Ratberry is another opportunity for consumers to connect with the Burberry community online. P / 7 Gucci’s Old School is China’s New School Gucci's vintage style video games might stir up emotions and stimulate purchases by millennials, they also serve to pique the interest of younger consumers – also known as Generation Z. “Generation Z is used to living their lives in the digital world. Since old school games – the not-so-digital elements – come to the fore, they are seen as something new and hip. P / 8 MAC X Honor of Kings Background MAC collaborated with Honor of Kings and released five co-branded lipsticks, featuring the lip colors of 5 well- known game characters. Delivery The products were marked it in the equally novel way using Tencent’s own products such as the WeChat moments ads, QQ group, WeChat H5 Pages and mini-programs. MAC utilized Tencent’s AR technology to communicate with fans of the beauty product in the mobile game. With AR, the Honor ok Kings lipsticks could be scanned revealing interactive avatar Results Over 14,000 pre-orders across all three platforms (Tmall, the official M.A.C. website and a WeChat mini-program) were placed; and all five shades sold out across all sales channels within 24 hours of the launch. P / 9 BAZAAR x Luo Tianyi Background Harper’s BAZAAR created its first collaboration with a virtual idol singer to sharing the stories about Wuhan Solution Invited China‘s most successful VR idol, Luo Tianyi, to go to Wuhan to explore the city. It is the first time that the VR idol singer appeared on the cover of BAZAAR. Featuring clothing and accessories for purchase Delivery The content launched on BAZAAR’s digital version magazine—mini BAZAAR, and based on WeChat mini application, that surface with background music and #Traditional interacting more obviously and effective. media with a st Results 21 Century 60K purchased on WeChat platform of digital magazine version twist 12K Weibo reposted and comments. P / 1 0 Moschino X The Sims Background This collaboration mended the virtual reality with real life. The Sims X Moschino Pixel Capsule Collection features Sims-themed items and clothing as well as pixelated outfits and other apparel. Delivery Allows players to outfit their characters in runway garments. The pool of potential gaming customers who are already Moschino customers [is likely not] as big as the pool of gamers who are potential Moschino customers. Moschino models lounge in a digitally rendered Sims background in ads. Results An effective marketing campaign that targeted millennials. Created the kind of tone that appeals to this generation, and it lent itself perfectly to being widely shared on social media. P / 1 1 P / 1 1 LOL X Louis Vuitton Background Louis Vuitton and Riot Games announced a partnership, starting with the 2019 League of Legends World Championships. • Created a Trophy Travel Case for the Summoner's Cup. • In-game digital assets like champion skins • Clothing collection • LV &LOL stickers for WeChat Delivery The collaboration along with the products were linked to #Leverage posts on LV’s App, Newsletter and Weibo drive traffic to LV’s official website. WeChat Account’s navigation bar and fashion articles provide entrances to its mini-program. understanding Results into e-sports to 2 million+ Video Viewership and 50,000+ Engagements drive Gen Z on YouTube. Less than an hour later the collection sold out in LV’s online shop. Weibo has attracted more than 1 million discussions P / 1 2 From Nike to MAC Cosmetics and Louis Vuitton, consumer brands across categories are tapping into marketing opportunities in A Game Changer China’s massive gaming and esports industry. As brands seek out new platforms for For Brand In 2020 exposure, gaming is ripe for marketing thanks to its devoted fan base that can deliver authentic impressions for brands. For more information please email us at [email protected].

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