Consumers have to stay home in many parts of the world and as a result their time online sky-rocketed. They shop, browse, post, and play, accelerating digital trends faster than expected. To catch their attention, brands use gamification strategies – offering games to encourage engagement with a product or service. 

Fashion brands have virtual collection 

For instance, one of the number one played games during confinement, Animal Crossing, has multiplied its partnership with fashion brands. The collaboration enabled fashion designers, like Marc Jacobs, Valentino or Sandy Liang, to virtually showcase new or existing collections in the form of downloadable outfits, designed within the game. Any player who had access to the outfits can ‘wear’ the look. When Valentino dropped 20 custom virtual looks from its men’s and women’s collections, an estimated 11 million people worldwide who play Animal Crossing: New Horizons could dress their character in Valentino for free. Another reason behind fashion houses using gamification strategy is to target Chinese customers, who make up 35 percent of the global luxury market. China is the n°1 client in both the game and luxury industries.