The shape of the video game industry has changed over the past decade. While there is still a line in big, triple-A game releases annually or biennially, more and more development studios are greenlighting projects on the principle of getting the initial product out of the door to entice gamers to buy DLC (downloadable content). This extra content can take on many forms, such as bonus characters, features, scenarios, or side stories. Perhaps one of the most common forms of DLC, though, takes the form of alternate costumes: digital garments for protagonists or favorite characters. League of Legends by Riot Games was one of the pioneers of this system.
According to Nielsen, a staggering $93 billion was spent on in-game purchases of this type in 2018, a trend which is only escalating. Fortnite, one of the most prominent games on the market, has itself made a billion dollars in two years, solely from selling virtual clothing or ‘skins’ for players to dress up their characters. Clearly, there is a massive market for digital fashion in the gaming world. Brands and social media platforms have taken note and are considering how best to cut out the middle man. What if you didn’t need to create a gaming property to be a digital fashion house?
Does That Dress Come in Digital?
Luxury brand Gucci, and .gif creation platform Giphy are two companies introducing virtual avatar creators into their apps. Instead of adopting a video game character as your representation in this digital space, you can create yourself (or, as is common, an aspirational version of yourself). With this incursion into the digital world, these brands have the potential to make money from virtual sneakers, jackets, hats, and more. How much would you pay for a designer outfit that your avatar can wear? Gucci’s partner in this endeavor is the upstart tastemaker of the 3D designed avatar set, Genies. Since their avatar marketing campaigns for Procter & Gamble and New Balance among others, as well as working with celebrities such as Cardi B, J Balvin, and the Chainsmokers, Genies’ credibility has increased. In addition to selling physical clothing, Gucci can operate a virtual fitting room, for its users to experiment with and purchase digital outfits before being given the option to buy clothes online.
Would a Digital You Make Buying Clothes Online Easier?
With Genies’ new 3D avatar software development kit (SDK) available, more and more fashion brands, online retailers, and the like will be able to create branded avatar experiences and online marketplaces in their apps, so that their users can utilize avatars to express themselves through the wearing of digital clothing and accessories. Would you feel more confident about buying a pair of pants, having seen how they go with the rest of our wardrobe in avatar form? Many in the fashion industry are banking on the answer being ‘yes!’
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